Why do we assume that giving users more choices makes a better product?

In the early days, our product had a single, crystal-clear value proposition. Users logged in, knew exactly what to click, and achieved their goal in seconds. Because the core experience was focused, conversion rates were high and onboarding was practically effortless.

Then came the desire to expand. We started building every feature users requested, adding customizable settings, and creating multiple workflow options. Instead of delighting people, the experience deteriorated. More options split user attention, clutter ruined the clean interface, and new features introduced unexpected edge-case bugs. We added value on paper, but in reality, we just added friction.

How do you strategically say "no" to feature requests so your product stays lean, intuitive, and effective as it scales?