What is better — less or more?

In our home town, there are restaurants that serve sushi as a part of an all-you-can eat buffet. It makes us wonder if the sushi (or any other dishes) are very good. We might be wrong, but we’d expect to find better sushi at specialised Japanese restaurants.

This phenomenon where the perceived value of an offer decreases when too much is added is called the Presenter’s Paradox (or Goal Dilution). It means that a CV packed with achievements can appear weaker than one with very few but impressive feats. A specialised product that does only one thing will seem more useful than one with lots of features.

Swiss army knives are not the best tools for cutting things.

We think about the Presenter’s Paradox a lot. For example, we often advise companies to nail just one key message when promoting products in videos or on web pages.

Now we just need to learn how to apply this principle to our own design-communication-innovation-video studio…

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