We don't sell salads to sell salads.

"We don't sell salads to sell salads. We sell salads to sell pizzas." -Domino's Exec

Sometimes your biggest competitor is something entirely different than what you're selling.

Four people want pizza. One wants a salad. If a pizza place has something for everyone, the order happens. Otherwise, the whole group might go somewhere else - maybe not even pizza at all.

That salad has a bigger job than its sales numbers suggest.

Founders should think about this before cutting a product or service that barely sells.

Looking at each offering on its own can make it easy to miss what it contributes to the rest of the business.

Watch out for a common trap though: “it helps us sell other things” is a convenient excuse to keep something nobody wants and end up with ab inch of useless complexity. Reviewing which purchases happen together, and why, is critical to keeping only the offers that truly "land and expand".

What's your "salad" offer in your business?