Look Ma! Me Too! The temptation to compete against a checklist can be overwhelming. When we have a competitor who provides 100 of this or 200 of that, it might seem smart to offer 200 of this and 300 of that. We’ll be better off if we focus instead on creating the other thing. The best way to compete is to valuably differentiate our product, not outdo our competition.

More is better features are just that – more is better. But more of the same old thing is worth a whole lot less than some of something else.