Screen out alternatives for your audience or decision-making team. For example, it’s more
effective to consider 3 or 4 alternatives rather than 15. In fact, studies revealed that when
shoppers had a choice of 24 different jams, only 3% bought, but when 6 jams were offered,
Having many choices is exciting from an observer’s point of view, but can be
overwhelming and paralyzing from a decision-maker’s point of view. If and when we do act,
we often make inferior choices or are not satisfied with our choice. Part of the way we add
value is to screen out choices so that others don’t need to invest the time to understand and
choose the alternatives.