Why don't we cut bread with Swiss Knives?

Or the importance of specialised positioning

Aren't they the most versatile object ever invented?

They work for everything! Everyone should carry one around, just in case.

Of course this is stupid. You only cut bread with a Swiss knife as a last resort. For all other situations, you use a proper knife.

This is all thanks to positioning: a Swiss Knife is something you use when nothing else is available.

This gives us a valuable lesson about positioning. People see products who do one thing well as more effective and thus these products are chosen first. The more your product can do, the less effective it'll be - at least, inside your customer's minds.

💡 Exercise for you: what can you product do? If it's more than one thing, cut it out until you're left with it solving only one problem?