“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.”
—Steve Jobs on product development, from "Steve Jobs: Get Rid of the Crappy Stuff" in Forbes.
Gallo exaggerates a little, but I like the point he tries to argue later in the article about focus and reduction. It takes courage to reduce and say no, and that is a big differentiator when it comes to Apple hardware and software.
Apple is the easy example, but for good reason. Many argue that hindsight analysis of Jobs' strategy might be easy, but the company's success in product development continues to provide lessons to learn.
The idea of knowing when to say no seems obvious and is something you might say is always top of mind. But, if you're working on a product, you're likely to be challenged every day with decisions to say yes or no to the possible products you might design, and the features you might build into your products. Every one of these challenges requires courage to say no if the outcome compromises your vision, because in the moment it will seem like the world is begging for you to do it.
I know as a user of different products, I've been vocal about the pet features I've wanted as a "power user" of said products, and bitched when that voice didn't get heard. But I believe that the tech products that I continue to use and that are of value are those that hold onto a clearly defined vision and purpose, and whose features reflect that with selectivity and refusal to deviate from it. More often than not, to me, these products have provided a more focussed experience.