Shoe salesman at work. | Shanghaiist
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In the 1950s, a shoe salesman made a simple discovery that would forever change how people understand sales and marketing. When he showed customers three pairs of shoes, they hesitated. They compared each option, overthought their decision, and often walked away without buying anything. However, when he offered just two choices, sales increased almost immediately. That moment revealed one of the most powerful truths in business psychology: too much choice destroys decision-making. People believe
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