People assume that giving buyers more options makes them more likely to choose. But the brain doesn’t work like that. Choice creates friction. And friction slows decisions. When someone is faced with too many paths, too many products, or too many variations, the mind starts calculating risk: “What if I choose the wrong one?” “What if there’s a better option?” “What if I regret it?” That hesitation feels small, but psychologically it’s expensive. So the brain does the easiest thing possible, it avoids the decision entirely. This is called choice paralysis. It’s not that the buyer didn’t want what was being offered. It’s that deciding felt harder than walking away. Brands that remove friction, simplify paths, and make the next step obvious get chosen more often, not because they are superior, but because they are easier to choose.

What do you feel your business needs most right now, whether you’re running a service-based business or an ecommerce brand? Happy to share an idea or two that could help if you’re open to it.

I’m designing a free website for a small number of people who wants help to improve their online presence. If that’s you (or someone you know), drop a comment or DM me.

Finally, Q4 is here 🎉, the most exciting (and sometimes the most hectic) time of the year for entrepreneurs and business owners. I’m curious… what’s your main focus to make Q4 your most productive and profitable quarter yet?

Why? I’m testing some new ideas and want real businesses to benefit while I do. The catch?👉 I can only take on 3 people (first come, first served). 👉 Deadline to claim: Sept 28th. If you’ve been putting off getting a professional website because of cost, this is your chance. Comment “Interested” below or DM me right now before the spots are gone.