Jacqueline Snyder argues you should kill products that dilute your brand's clarity before they scale. A strong, consistent identity across your website, booth, and word-of-mouth drives repeat buying and referrals. Ask: does this strengthen what we're known for?
Products you may need to kill before you grow are the ones that dilute your brand. When it comes to what we're making, we want it to sell and clarity sells. And one of the fastest ways to lose clarity is by carrying products that do not reinforce what you want to be known for. The question is not, can I add this? The question is, does this strengthen what I'm known for or what I want to be known for? Because when someone lands on your website, walks up to your booth, sees your line sheet, visits your fair shop, or hears about your business from a friend, you want their brain to go, oh, she's the one for this. That's the power. That's what drives buying. That's what drives repeat buying. That's what drives referrals and makes the brand stick.
