The principle that a launch is about building a brand, not just selling one SKU — so a seller should fully dominate one niche (rank, reviews, market share) before adding a second, related product under the same brand.
Contrasts with Branding-Over-Channel-Diversification Growth Strategy, which is about diversifying acquisition channels rather than product lines — this concept is specifically about sequencing product expansion, arguing against diversifying the catalog too early even within a winning niche.
Apply: focus resources on winning one niche fully (ranking, review volume, defensible market share) before diversifying into a second, related product under the same brand.