"Pick the one thing that is of burning importance to the customer then delight them with a compelling solution."
"Customers will only buy a simple product with a singular value proposition."
What about iPhone, probably the most profitable product of the last 5 years? Is it really that focused?
I don't think that many people in 2006 would have said: my phone is not enough like a computer. I would have said that cell phone call quality and battery life sucks, so give me something that will hold charge for a week, has the quality of a land line, is ultra light, small, can be dropped, etc. That would have been focused.
Steve Jobs said it was 3 products I think... it's a phone, an ipod, and a computer in your pocket. It's this thing where you can play music, surf the web, call your friends, text them, take notes, download apps, and the interface is better than predecessors because you can use your finger.
Not to say their advice is wrong... it's just that thing kind of advice is applicable in limited ways. It sounds like conventional wisdom, and isn't one of their points to challenge conventional wisdom? :)