The Costanza Principle

On one classic Seinfeld episode George had an epiphany. He saw that every decision he had ever made in his life up to that time had been wrong. So from that moment on he would do the opposite of what he thought was right.

Strangely, this is not a bad approach to take when developing new products: see the obvious, then do the opposite.

If you think you should make the product cheaper, what would happen if you made it more expensive?

If you think you should go upscale, what would happen if you went more basic?

If you think the product should be easier to use, what would happen if you made it more esoteric?

If you think everything is trending digital, what would happen if you made it low tech?

If you think it should be more convenient, what would happen if you made it more scarce?

If you think you should develop more options, what would happen if you offered just one sku?

Sometimes the doing the obvious is the right thing. But there are times when it pays to do the opposite.