Sometimes / it is the simpler product / that gives a business a competitive advantage.

Until recently, / bicycles had to have / many gears, / often 15 or 20, / for them to be considered high-end.

But fixed-gear bikes with minimal features / have become more popular, / as those who buy them are happy to pay more / for much less.

The overall profitability of these bikes / is much higher / than the more complex ones / because they do a single thing really well / without the cost of added complexity.

Companies should be careful / of getting into a war / over adding more features / with their competitors, / as this will increase cost and almost certainly reduce profitability / because of competitive pressure on price.