Killing Your SKUs

Marketers are creators at heart. We dream big, innovate endlessly, and love to launch shiny new things. But sometimes, the boldest move isn’t to create – it’s to kill.

You can download a copy of  Spring Clean Your SKUs here.

Yes, kill. Some products simply don’t deserve to sit on your shelves. They’re resource hogs, profit vampires, and downright distractions. Killing them isn’t cruel or a failure; it’s strategic.

So, it’s time to step back, sharpen your focus, and learn why pruning your portfolio might be the smartest move you’ll ever make.

1.  The 80/20 rule

Most Products Are Freeloaders

Take a hard look at your portfolio. The 80/20 rule will likely slap you in the face:

80% of your profits come from just 20% of your products.

That means most of your lineup is clutter. These products may look busy, but they’re just soaking up resources—marketing spend, manufacturing capacity, supply chain attention – without delivering real value.

When you clear out the freeloaders, you don’t just save money; you free up the time and focus to double down on your real stars.

2. Family Feud

When Products Cause Trouble

Products aren’t always team players. Some actively undermine the rest of your lineup, creating a chain reaction of problems that drags down your entire portfolio.

There’s channel conflict, where products designed for specific distributors end up causing friction in the market.

Then there’s customer cannibalism, when weaker products siphon sales from their stronger siblings, stealing margin and diluting focus.

If your product family is at war, it’s time to mediate —and that often means cutting troublemakers loose.

3. Revenue Mirage

The Top-Line Trap

Revenue is the great deceiver. A flashy product might boost your top line, but what happens when you look under the hood?

Often, these so-called stars are bleeding you dry – propped up by endless discounts, inflated operational costs, or razor-thin margins that leave you with crumbs.

Here’s the truth: revenues are vanity, profits are sanity. A lean, focused portfolio that drives profitability will always outperform a sprawling lineup chasing empty sales figures.

Yes, cutting these mirage-makers might cause a temporary revenue wobble, but it’s worth it. Once you’ve trimmed the fat, your real winners will thrive, margins will grow, and profitability will soar. Trust us.

4. Complexity
The Silent Killer

Every new product adds complexity: extra SKUs to manage, more supply chain headaches, and a bigger marketing load to juggle. Over time, this bloated structure becomes a silent killer, spreading resources thin and stifling agility.

But here’s the magic of a lean lineup: focus. With fewer products, you can channel your energy into making your winners extraordinary. Innovation gets sharper. Marketing gets smarter. Operations run smoother. And profitability? Through the roof.

It’s time to Marie Kondo your portfolio.
If a product doesn’t spark joy—or profit—kill it.

4. WWYSD
What Would Your Strategy Do?

When faced with a messy portfolio, the answer isn’t more research or gut instinct – it’s your strategy.

Every product in your line-up must pass this critical test:

A. Does it speak to your target?

B. Does it align with your position?

C. Does it meet your objectives?

If a product doesn’t align with these pillars, it’s not just off-brand—it’s off-course. Your strategy is your compass, and every product needs to point in the same direction.

Great marketers know that killing misaligned products isn’t ruthless—it’s disciplined. By removing the distractions, you create space for clarity, consistency, and real growth.

Listen to your strategy, and you’ll never go wrong.

Killing Is A Beginning

Here’s the irony: killing products isn’t the end – it’s the start of something better. Pruning your portfolio frees resources to invest in your winners or build what’s next.

This isn’t failure; it’s strategy in action. A leaner lineup drives profitability, sharpens focus, and lays the groundwork for meaningful innovation.

Think of it as evolution. Fewer, better products don’t just survive – they thrive. The best marketers aren’t just creators; they’re curators, shaping a portfolio that’s as disciplined as it is dynamic.

So, when your lineup feels bloated, remember that killing the weeds is what makes your garden grow.

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