One Size (Never) Fits All

Whoever invented this term must have run out of ideas to sell. The origin of the phrase is unclear, but it appears to be associated with clothing and other products designed to fit a wide range of sizes. It is also used more broadly to describe situations in which a single approach or solution is applied across diverse circumstances. Regardless of origin or context, the phrase will invariably cause trouble for both the salesperson and the audience. Imagine a presentation for a product or service with the tag line, "One Size Fits All." The first reactions are associated with a food buffet, clothing, or the Ginzu knife (it slices, it dices). The phrase can offer genuine benefits in terms of convenience, versatility, inclusivity, and perhaps cost efficiency.

The best examples of one-size-fits-all are products that rely on simplicity in marketing or design, such as Apple's products. When the iPhone was launched in 2007, there was only one model, with changes limited to memory storage. For years, Apple sold very few variations of its products, limiting the selection to one or two models. After 16 iterations, the iPhone 16 has five versions to meet Apple's broader market needs. Across most Apple products—from laptops to iPads and AirPods—they maintain a minimal set of model variations.

Ford Motor Company is also famous for selling the F-150 pickup as a major model truck that actually comes in nine trim levels, including XL, STX, XLT, Lariat, King Ranch, Platinum, Tremor, Raptor, and Raptor R. And the Mustang is said to have over 35 variations within the trim levels, special editions, and performance-oriented models.

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