I firmly believe that one of the key success factors of a product strategy in any industry is to be able to offer customers just the right amount of choice. Looking back at the history of such companies as Ford, Kodak, IKEA, or Apple, we can see that their success was to a large extent in their ability to sell not just a product, but an entire lifestyle, a single, convenient solution for all their customers’ problems, whether real or just invented by marketing departments. Of course, this approach does not work every time, as the eventual fate of Kodak indicates. Customer...