5d • General discussion
Options hurt
When we first started selling direct-to-consumer, we did what most small farms do—we gave our customers every option under the sun.
Different cuts, different sizes, different flavors, different ways to split, customize, tweak, and adjust.
On paper, that sounds like great service.
In real life? It was overwhelming—for them and for us.
The Problem With “More Choice”
Most people today are already mentally maxed out. Careers, kids, finances, health decisions, screens everywhere. When it comes time to order food, they don’t want another complicated decision tree.
We saw it happen again and again:
- Customers hesitated
- Orders stalled
- People said, “I need to think about it”
- Or worse… they simply didn’t order at all
This isn’t a failure of the customer.
It’s decision fatigue—and it’s very real, especially for a generation that didn’t grow up ordering beef by hanging weight or understanding cut sheets.
What We Changed (On Purpose)
So we made a hard but intentional shift:
- We removed sausage flavors and kept it simple
- We have butchers pre-split animals into clear 1/4 sections
- We standardized portions, pricing, and expectations
- We stopped asking customers to become mini-butchers just to buy food
Instead of asking “What do you want?”
We started saying “Here’s what works.”
Why Simplicity Wins
People don’t come to us because they want 42 choices.
They come because they want:
- Clean food
- Fair pricing
- Trust in the process
- And someone else to handle the complexity
When choices are simple:
- Customers order faster
- Conversations are shorter and clearer
- Expectations are aligned
- Errors drop
- Stress drops
- And confidence goes up
Less Choice = More Sales
This surprised some people—but it shouldn’t.
When customers aren’t overwhelmed, they don’t freeze.
They move forward.
We’ve learned that most people would rather:
- Say yes to a clear, proven option
- Than risk choosing the “wrong” option from too many
And if people feel unsure, they don’t compromise—they opt out entirely.
The Ranch Lesson
Ranching has always been about systems, not chaos.
Cattle don’t need endless options.
Feed programs work because they’re repeatable.
Markets function when expectations are clear.
Food should be the same way.
By removing excess choice, we’ve made it:
- Easier to buy
- Easier to explain
- Easier to deliver
- Easier to scale
And most importantly—easier for families to say yes to real food.
We didn’t simplify because we care less.
We simplified because we care more.
Sometimes the best service you can offer…
is fewer decisions.
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Options hurt
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A North Idaho ranch building resilient food systems through livestock, education, and real-world experience.
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