In an article in Fast Company (Nov., 2007 issue), the Heath brothers (authors of the 2007 business book must-read, Made to Stick) write an article titled, Analysis of Paralysis. In tidbits, they explain that too much choice can mean that the consumer will choose None of the Above. The other point is about a company’s vision. It needs to be simple, concise, short, memorable - “make technology easy” or “build the best plane in the world”. Eliminates the doubt.

We once talked to leaders of one of the nation’s top mental-health facilities, which was in the process of revamping its mission and goals. We were surprised to find that it had 11 core values. They were admirable–innovation, integrity, and so on. But values are supposed to guide behavior, and you can’t even remember 11 values, much less use them to make decisions. Stephen Hawking can think in 11-dimensional space, but you can’t. Practically speaking, having 11 values is equivalent to having no values. [fastcompany]