Do better work… by leaving stuff out

A powerful component of productised offers are exclusions – the things you definitely do not do as part of that offer.

Echoing the idea of minimising scope-creep from yesterday, exclusions really help shave down the service you’re building into a sharply focused offer.

Eg: Hilary’s Headshot in a Day service is aimed at folks with limited time and simple requirements.

• The photoshoot is 45-60 minutes
• You wear one outfit
• It happens in Hilary’s studio
• Your photos will be on Dropbox by 5pm

Here are the exclusions:

• No outfit changes, arrive ready in your photo outfit
• No time for hair and makeup, do that beforehand
• No travel or on-location shots, it’s all in studio
• No further purchase required, all photos are yours

It’s just a summary, but you can see how the exclusions do two things:

1. Make it clear what a buyer will (and won’t) get
2. Simplifies the delivery for Hilary

Embracing exclusions will help you build a clear product with a very streamlined delivery process, that only gets clearer and more streamlined over time.