So many new products and services come about because of an additional feature or enhanced component but think about the success stories that are because of what they subtracted.

Acute care centers created a whole new level of medical treatment when they did without the extensive services that an emergency room can provide. Southwest captured the vacation traveler niche when it did without in-flight amenities and complex booking procedures. A whole category of budget hotels became popular by foregoing room service, restaurants and concierges. Planet Fitness focused on the average person who wanted to stay in shape and left the serious bodybuilders to go elsewhere.

Dry shampoo is a whole new market that left the water behind. Pepper focused on whole peppercorns and fresh grinders without worrying about the salt component to the spice set. Salt created its own niche with a push for sea salt as a premium product. Our local movie theatre made a name for itself for its popcorn as much as for its movies.

Opportunities abound when you decouple items that are traditionally paired and focus on creating a uniqueness with one component. The next time you’re looking to provide something new ask yourself what you should leave out to achieve it.

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