This short radio chat on 4RO might’ve happened under my Chamber of Commerce hat, but the lesson comes straight from nearly three decades of running Almost Anything: more choice doesn’t mean better results.
In this video, I unpack the paradox of choice — and why simplifying what you offer can actually help customers say “yes” more often.
Key points covered in the video:
- Most people are creatures of habit
Customers usually want “their usual”. Too many options don’t help — they slow things down. - The paradox of choice is real
A famous supermarket experiment showed that fewer options led to significantly more sales, even though more options attracted bigger crowds. - Clarity beats variety
Choice might grab attention, but clarity is what drives action. - Small businesses fall into the “everything for everyone” trap
Being vague or overly bespoke makes it hard for customers to know where to start — so they don’t. - The real goal isn’t fewer services — it’s clearer ones
Make it obvious what you’re best at, and make the next step easy.
If you’ve ever wondered why people land on your site, read your menu, or hear your pitch… and then disappear, this conversation is a good place to start.
👉 Watch the full video for the complete discussion.
