Who are you trying to delight?

"Pleasing everyone with our work is impossible. It wastes the time of our best customers and annoys our staff. Forgive us for focusing on those we're trying to delight."

The math here is simple. As soon as you work hard to please everyone, you have no choice but to sand off the edges, pleasing some people less in order to please others a bit more. And it drives you crazy at the same time. - Seth Godin's blog

It is very easy to say in hindsight but why do we get sucked into briefs that are trying to be catch all, shouty messaging. The truth being any measurement that counts will be looking at a minority of shoppers who convert into advocates.