A recent article in Forbes Magazine titled "Steve Jobs: Get Rid Of The Crappy Stuff" confirms EasyCare's 2012 strategy to remove some of our less popular boot models. The article is based on a phone conversation between Steve Jobs of Apple and Mark Parker of Nike.
“Do you have any advice?” Parker asked Jobs. “Well, just one thing,” said Jobs. “Nike makes some of the best products in the world. Products that you lust after. But you also make a lot of crap. Just get rid of the crappy stuff and focus on the good stuff.” Parker said Jobs paused and Parker filled the quiet with a chuckle. But Jobs didn’t laugh. He was serious. “He was absolutely right,” said Parker. “We had to edit.”
Parker used the word ‘edit’ not in a design sense but in the context of making business decisions. Editing also leads to great product designs and effective communications. 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.”
The article rings home for EasyCare at a time when we believe our line has started to overlap and get a bit confusing. Expect some reductions to our hoof boot offering and some additions/expansions to lines that we believe are our best. Wide designs are coming soon and will be available in more than just the Easyboot Glove. The Easyboot Trail has been a huge success and will improved and expanded in 2012.
Along with the product changes we will be more focused on different equestrian segments and hone our marketing.
Thank you for the help, comments and design ideas. Have a incredible summer.
President & CEO
I have been President and CEO of EasyCare since 1993. My first area of focus for the company is in product development, and my goal is to design the perfect hoof boot for the barefoot horse.