6 jams sold 10x better than 24

6 jams sold 10x better than 24.
A lesson every founder should know.

The study
Researchers set up a jam tasting booth in an upscale grocery store. Some days it held 6 jams. Other days, 24.

More choice drew a crowd
The big display pulled in more curious shoppers. Lots of tasting. Lots of looking.

Then came the buying
30% of shoppers bought from the 6-jam table.

Just 3% bought from the 24-jam table.

Growth tempts you to add
More products. More services. More options. It feels generous. It feels like progress.

Every option is a decision
Too many decisions and people freeze. A confused customer picks nothing at all.

I see it inside companies too
Ten priorities. Five approval paths. Every question routes back to the founder. Your team freezes the same way.

Look at your business like a jam stand
What can you remove?
What is the one clear step you want people to take?

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