August 18, 2025
People don’t want options
There are a couple of restaurants I go to for lunch with some regularity.
When I go there, I always order the same thing.
The dish is the reason I decided to go there.
It’s what I was in the mood for that day.
If they stopped serving it, I’d probably stop going.
The other stuff on the menu is of no interest to me.
Here’s the thing...
I heard a great quote years ago - unfortunately don’t remember the source - that went something like:
“People don’t want lots of options. They just want the thing they want.”
(i.e., having a bunch of options that I don’t want isn’t some sort of benefit to me)
The more options you offer, the worse your “signal to noise” ratio becomes.
This causes confusion.
Potential buyers will go somewhere else if you confuse them.
Yours,
—J