Does one size really fit all? Have you ever tried on a "one size fits all" article of clothing and found that it just doesn't work for you?
Think about the service you provide or your business strategy. A "one size fits all" approach is the lazy attempt to capture everything or everyone at once. People like choices! They want to be in control and when you provide options for them to make the decisions, it empowers them. The more empowerment a customer, potential customer or team member has, the greater the chances of them buying into your distinctive value that you have to offer.