Medium Is The Message

Apple have wasted real estate with not much on the tables

Currys and PC World have cables, things everywhere - it’s packed

We think more is better but not always

Apple designs stores to focus attention on products, not maximize visible inventory • Trader Joe’s curates 4,000 items knowing it could stock 30,000 • In-N-Out refuses menu expansion despite decades of customer requests for other items • Muji declines to add logos despite logo-driven brand premiums • Basecamp says no to feature requests that would increase complexity • Buffett says no to opportunities that don’t fit within his five priorities