Roger Martin:

Why on earth spend resources to serve these customers with those stripped-down offerings? It is because the company isn’t sufficiently confident that if it repurposed those resources to increasing penetration of its best segment, it would increase revenues and profitability — even though current penetration was pretty darn low.

…

Every time you are tempted to do more things, recognize that it is most likely a sign of lack of confidence, not a manifestation of confidence. When the temptation strikes, before jumping, ask why you are so underconfident in your current business that you feel the need to channel investment out of it into the new thing — whatever that new thing is.