IDEAS / POST
Less Is Still More: A Lesson Startups Can’t Ignore
In 1959, Volkswagen introduced the now-iconic Think Small campaign.
While competitors focused on selling bigger cars with more features, Volkswagen leaned into simplicity, positioning the Beetle as the car that did exactly what people needed it to do, and did it well.
In my experience, the lesson of VW (focus on a simple, compelling value proposition, with a strong emotional connection) is as fresh today as it was in the 50’s and 60’s. And it’s as widely ignored today as it was then.
Startups in the $1-5M ARR range, who are my core clients, often fall into the feature overload trap. I get it. They exist in a world where constant updates and optimization are equated with better. They feel pressure to demonstrate growth and innovation, which they equate with building out new features, pivoting frequently, or undercutting prices to capture market share.
But these tactics are short-term plays that rarely create long-lasting value. And most of the founders I meet are running on a never-ending treadmill, trying to stay one feature ahead of, and one price drop below their competitors.
It’s an exhausting, and ultimately self-defeating job. Study great brands, and you see up-to-the-second features and benefits are the least of their worries. They realize consumers value clarity, emotional resonance, and trust over the endless complexity that feature wars create.
Give Me An Outcome, Not A Feature
Most consumers aren’t looking for a product that does everything. In fact, they aren’t looking for a product at all. They simply want a solution to a specific problem, or a way to achieve a specific outcome.
What’s more, they want an emotional bond with that solution. What they get from a brand, and never get from a product feature list. As Harvard professor Clayton Christensen outlined in his Jobs to Be Done framework, consumers hire products to do a particular job.
Features are a given. They help get the job done. But rattling off features is as distracting as a carpenter trying to win a job by showing you all his tools.
No mainstream consumer buys a coffee maker because it can brew in 15 different styles. They buy it to enjoy a reliably good cup of coffee, with no hassle.
Getting To The Point(s)
This wouldn’t be a proper blog post without the ubiquitous bullet points. So here you have it: three reasons why feature thinking won’t win the day.
- Feature Overload Undermines Usability: The more features a product has, the harder it becomes for users to understand the one thing it does best.
- Price Wars Devalue the Brand: Lowering prices to compete often signals to customers that the product isn’t worth paying a premium for.
- Lost Emotional Connection: Emotional connection is built by listening, and building the sense that you understand what people want. It doesn’t happen when you say Hello, here are 10 reasons to like me.
The Timelessness Of VW’s Message
Volkswagen’s Think Small campaign succeeded because it rejected the prevailing logic of its time.
Instead of trying to be all things to all people, the Beetle embraced its niche. It wasn’t the biggest or most powerful car, but it was exactly what its target audience needed. That clarity of purpose resonated deeply. Startups would do well to embrace this lesson. The path to sustainable growth isn’t paved with endless features and aggressive pricing strategies. It’s built on understanding what customers truly value, delivering that, and fostering a brand that inspires loyalty and trust.
In a world that’s ever-noiser and more complex, simplicity and connection remain the ultimate competitive advantages.