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# The perfect toy doesn’t exist — Kelford Labs Daily
- URL: https://kelfordinc.com/the-perfect-toy-doesnt-exist-kelford-labs-daily/
- Published: 2025-08-19T10:25:17.000Z
- Updated: 2026-01-27T12:46:06.000Z
- Description: Don’t try to do too much.
- Author: Joel Kelly
- Tags: camouflage, clarity, Daily Labs, focus, tradeoff

Imagine you’re trying to buy a toy or a game for a child.

You walk into the store, or you start scrolling through a website, and you find exactly what you’re looking for:

The Perfect Toy.

It has every type of game and feature: You can use it as a ball for a sport, or you can strap it to your head and use it for VR games. It can be disassembled and reassembled like plastic building bricks.

This toy does *everything* for every kid.

**But if you saw this toy advertised, you wouldn’t buy it, would you?**

Because if the toymaker didn’t make any choices, any tradeoffs, if it tried to pack that many styles of play into a single object... It’s not going to be very good at any of them, right?

And yet when I look at the websites of agencies, communicators, advisors, and consultants, they usually claim to be good at everything.

Every type of service. For every type of client. For every situation.

**And all it does is make me** [**question**](https://kelfordinc.com/kelford-labs-daily-the-buffet-problem/) **if they’re actually good at any of it.**

So, take a moment and re-read your website and imagine you’re selling a toy for kids instead.

How many claims are you making?

**And how can you cut them down to just one?**

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