A popular thought on human psychology, of the cocktail-party-chatter variety, is that "People don't regret the things they do; they regret the things they didn't do." It's probably true for the ailing bed-rider who passed on an 18th-birthday bungie-jumping trip, but not so true in the world of industrial design.
"It's extraordinary," writes communications coach Carmine Gallo in Forbes, "to think that the world's top brand has a product portfolio that could fit on a small table." Gallo is referring to Apple, whose product line-up seems to be inversely proportional to the size to its profits, and serves as a good example of the things they didn't do.
Gallo is the author of The Innovation Secrets of Steve Jobs: Insanely Different Principles for Breakthrough Success and reveals a Jobs quote that explains Apple's relatively tiny number of products. (In another Forbes article on Apple's retail stores, Gallo points out that when the stores were first conceived, pre-iPod, Apple had just four major products to fill it with—two laptops and two desktops.)
According to Steve Jobs, "People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I'm actually as proud of the things we haven't done as the things I have done. Innovation is saying 'no' to 1,000 things."