Ever diversifying customer needs and product/service innovation activities of companies to meet such needs. In between lies the trap of 'complexity'. Developing too many new products/services trying to become "everything for everyone" can lead to too much complexity. Just as the number of customers of a restaurant is irrelevant to the number of menus it has, too much innovation can dampen sales while increasing cost. What are ways to reduce complexity—the side-effect of excessive innovation, and to establish complexity management as an on-going process?