I read an article recently about how a shoe store owner maximized sales. Apparently when women are deciding between three different pair of shoes they tend to leave empty handed. But when they are selecting between just two pair, they buy. It’s the this or that theory that tends to have a positive outcome. Fascinating! So his policy was to bring two pair of shoes per customer to start and if the shopper requested a third he would ask which pair he should remove before muddling her choice. So smart.
I know many people who are overwhelmed by fashion styles, grocery aisles, diner menus, gigantic department stores and packed malls due to the sometimes incomprehensible amount of options. I, however, am not one of these people. (Hold your applause.) And when the choice is chocolate vs. vanilla it’s not even a choice at all. 100% chocolate. 100% percent of the time. Who is with me??
Another example of this logic is displayed when we see clusters of same product stores bunched up together. For example, we always see a nationwide burger chain in immediate proximity of another nationwide burger chain. I’ve always thought that one business must be cannibalizing the other. But much to my shock this is false. (If you’re shocked too this is why we get along so well!) The same rule of shoes above applies. Cars that drive by don’t decide IF they want a burger. Instead they decide WHERE they are going to buy the burger. Similarly Coke sets up drink machines right next to Pepsi machines to ensure sales go up. And miraculously when these vending machines are side by side, instead of favoring one brand, trends show that sales for both increase. This is amazing!
I am truly puzzled by people who have amassed all information necessary to make a decision but still choose not to decide. Putting off a decision, especially a big decision, gives me anxiety! I don’t make snap choices (ok, sometimes I do) but I can often quickly review the options and pick one. I am definitely pro choice.
And I’m fine to live with the consequences of my decision. Because I know if push really comes to shove and the option I pick does not work out the way I hope it will, I will live out the choice for as long as I have to while plotting and scheming my next move. Then I’ll act on the next choice until I’m ultimately happy.
I recently launched my own firm which is both scary and exciting at the same time. (YAY) And the way I thought things would go are drastically different than the way they are going. I am super happy every day. And stressed every day. And motivated. And working hard. And being creative. And tapping resources. And asking for advice. And sometimes second guessing myself– but this is just temporary.
I know that nary is there a straight line to success. It’s like planning to drive from New York to Florida and not leaving until you’re absolutely sure that you’ll hit all green lights along the way! Sounds crazy right? There is no good or bad time to start. And for sure there is no roadmap to courage.
At this exact moment I’m in the Messy Middle. The excitement of starting is over, but I’m not yet humming along. It’s the part in the journey where most people quit. Because it gets hard. And self doubt creeps in. And you’re not sure if you’re doing it right or should be doing it at all. But I’m more determined than ever to achieve. I’m actually enjoying the climb and the challenges and the strategic thinking. And I’m dangerously close to the tipping point. In fact I have already closed a few new transactions. (I know! So exciting.) I’m starting to have that wow moment when you realize it’s all really coming together.
I’ll always be proud of myself for taking this giant step to create a better present and thrilling future. Big things are happening and I’m just so excited to live out this dream job every single day. And to think that I was so close to not making the leap. But I know about the 49/51 Principle and it pushed me right over the edge to make a great choice. I’m sure you’ve heard of it, but if not…
I tell myself one day at a time. One choice at a time. I am making it happen. It’s not as easy as ordering ice cream but it is amazingly empowering. So if there’s a choice in your life that you’ve been putting off, or a big decision that requires your full attention, focus your energy. Full steam ahead. If I can, you definitely can too. And by the way, who sent me this??? Thank you!
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