Complexity is a Siren

Its allure is great (”Who doesn’t want another flavor?”), but here’s why you should avoid it...

Every new SKU multiplies challenges:

• Each requires its own production run

• Each demands dedicated sales attention

• Each fragments your marketing budget

• Each diverts consumer focus from your flagship offering

Smart brands thrive on simplicity.

Complexity compounds challenges, increases friction, and introduces unnecessary variables into an already demanding business.

The path to scale lies not in variety but in velocity.

Distributors don’t seek more options—they need fewer, faster-moving products.

The formula is simple: move more cases of fewer items.