The perfect toy doesn’t exist — Kelford Labs Daily

Imagine you’re trying to buy a toy or a game for a child.

You walk into the store, or you start scrolling through a website, and you find exactly what you’re looking for:

The Perfect Toy.

It has every type of game and feature: You can use it as a ball for a sport, or you can strap it to your head and use it for VR games. It can be disassembled and reassembled like plastic building bricks.

This toy does everything for every kid.

But if you saw this toy advertised, you wouldn’t buy it, would you?

Because if the toymaker didn’t make any choices, any tradeoffs, if it tried to pack that many styles of play into a single object... It’s not going to be very good at any of them, right?

And yet when I look at the websites of agencies, communicators, advisors, and consultants, they usually claim to be good at everything.

Every type of service. For every type of client. For every situation.

And all it does is make me question if they’re actually good at any of it.

So, take a moment and re-read your website and imagine you’re selling a toy for kids instead.

How many claims are you making?

And how can you cut them down to just one?

Reply to this email to tell me what you think, or ask any questions!

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