It's Better to Excel in One Thing than to Have Many Average Features

Products that try to offer every feature tend to sell less over time. This is because they lack distinctive qualities, making it hard to compare them with competitors. As a result, price and brand power become the only selling points. Therefore, for products and services sold by small businesses without strong brand power, it's essential to highlight and promote one outstanding feature rather than trying to cover all functionalities broadly.

Until now, my company has believed that having all the features was important, but unfortunately, this has led to a loss of product distinction. Although I am confident in the quality of our offerings, they lack unique characteristics.

From now on, I think it’s important to focus on understanding customer needs and develop products with exceptional features that meet those needs, maximizing the appeal of those features. For example, if a software product has an incredibly user-friendly interface, we can attract users' attention by emphasizing its ease of use compared to competitor products. Conversely, trying to include every feature might compromise usability or increase the product cost.

By focusing on specific features, we can deliver a powerful message to the user base that seeks those features. Highlighting particularly strong features or unique technologies in PSPINC's services will enhance our competitiveness.

This strategy also has marketing benefits. By emphasizing the distinctive features in promotional materials, we can clearly convey the product's appeal to users. In summary, for small businesses to succeed in the market, it is crucial to focus on one outstanding feature and make the most of it.

Kenichi Uchikura
President / CEO
Pacific Software Publishing, Inc.
ken.uchikura＠pspinc.com
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ABOUT PSPINC

PSPINC (Pacific Software Publishing, Inc.) is a technology company based in Bellevue, Washington, USA. Founded in 1987, PSPINC provides web hosting, email hosting, and other internet-related services to businesses and individuals worldwide.

In addition to its hosting services, PSPINC also offers website design and development, domain registration, and online marketing services. The company has data centers located in the United States and Japan, and it offers multilingual support to its customers.

PSPINC has a strong focus on customer service, and it has received numerous awards and accolades for its quality of service over the years. The company is committed to staying up-to-date with the latest technology and industry trends in order to provide the best possible solutions for its customers.

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