In the mid-1990s, two researchers ran a now-famous experiment

In the mid-1990s, two researchers ran a now-famous experiment inside an upscale grocery store that every entrepreneur should know…

They set up a jam tasting booth. Some days it held 6 jams. Other days, 24...

The bigger display pulled in more curious shoppers. But when it came to actually buying, the small table crushed it: 30% of stoppers bought from the 6-jam display, versus just 3% from the 24-jam one.

That gap is the trap most businesses walk straight into.

As you grow, adding more feels like progress. More products, more services, more options for your customer. It seems smart in the moment. Each new offering serves its own purpose.

In reality, every extra choice is another decision someone has to make, and too many decisions make people freeze.

A confused customer doesn't pick the safe option. They pick nothing and walk away.

When you confuse, you lose.

So look at your own business like a jam stand. What can you remove? What's the one clear step you actually want people to take?

Often, the fastest way to grow is to offer less.