Faculty News | HBR Blogs | 04
Customers Don't Want More Features
by Stefan Thomke
There is a common myth about product development: the more features we put into a product, the more customers will like it. Product-development teams seem to believe that adding features creates value for customers and subtracting them destroys it. This attitude explains why products are so complicated: Remote controls seem impossible to use, computers take hours to set up, cars have so many switches and knobs that they resemble airplane cockpits, and even the humble toaster now comes with a manual and LCD displays.