Make each option’s consequences vivid and concrete so people can understand and feel the differences between choices.

Golden Cat Corporation increased profits 87 percent after removing its ten worst-selling…

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People were at least six times more likely to buy jam when choosing among six options instead of 24.

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A grocery store with 348 jam varieties attracted more samplers with 24 options, yet sharply…

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Procter & Gamble increased Head & Shoulders sales 10 percent after cutting varieties from 26 to 15.

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Among jam samplers, 30 percent bought from six varieties, but only 3 percent bought from 24.

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CEOs make half their decisions in nine minutes or less. Only about 12 percent take an hour.

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The average grocery store offers about 45,000 products, Walmart about 100,000, while Aldi offers…

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Harvard automatically enrolls every employee in a lifecycle fund, then offers 20 funds instead of…

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