Remember when you went to the grocery store to buy ketchup in the old days.
You’d find a single brand—perhaps Heinz—offering one reliable option: a classic glass bottle of tomato ketchup.
Fast forward to today, and the aisle is a labyrinth of choices—multiple brands, sizes, organic variants, spicy blends, and even ketchup packets. Today there is.... Classic Tomato Ketchup, No Sugar Added or Low-Sugar Ketchup, Jalapeno Ketchup, Chipotle Ketchup, Sriracha Ketchup, Bacon & Caramelized Onion Ketchup, Mayochup (mayonnaise + ketchup blend), Kranch (ketchup + ranch blend), Mayomust (mayonnaise + mustard blend), Mayocue (mayonnaise + barbecue sauce blend), Curry Ketchup, Hot Honey Ketchup, Habanero Ketchup, Banana Ketchup, Yellow Tomatoes Ketchup, Mushroom Ketchup, Mango Ketchup, Beet Ketchup, Jello Ketchup, Organic Tomato Ketchup
While variety seems appealing at first, it overwhelms shoppers, clogs inventory, and complicates logistics. More is not better.
The orthopedics industry faces a similar predicament with too much product choice, and we, the device companies and surgeons who want everything are the guilty ones.
We’ve conditioned surgeons and hospitals to demand an endless ...
