You Don't Need Better Decisions. You Need Fewer Jams

There's a famous experiment that keeps haunting me. In a California grocery store, researchers set up two tasting booths on alternating days. One day, they offered 24 varieties of jam. The next, just 6. The 24-jam booth drew bigger crowds — more people stopped, sampled, lingered. But when it came time to actually buy? The 6-jam booth won by a landslide. Nearly 24% of people who stopped made a…