There's a story about a shoe salesman in Los Angeles in the 1950s, a very successful entrepreneur who owned a string of women's shoe stores.
A journalist asked him, "What's your secret?"
And he said, "Two, not three."
The journalist says, "What do you mean?"
The shoe salesman said, "If a woman comes into my store, I'll bring her a pair of shoes. She'll try them on."
"And she'll say, 'Can I see that pair please?' And I'll bring out second pair of shoes."
"And then she'll say, 'Can also I see that pair please?'"
And he'll say, "Which pair would you like me to take away?"
You see, he found was that, when the customer had a choice of three, they bought none. And when they had their choice of two, they bought one.
Two, not three.
Too much choice is overwhelming.
