Conviction Is The Competitive Advantage

Sociological experiments reveal that we have decision paralysis when presented with too many choices. Show me 4 bottles of featured wine and I am likely to buy one or several. Show me 13 bottles with the same presentation and wine sales go down. The increased complexity of choice creates more stress.

If you are trying to win customers, focusing on fewer offerings rather than many is to your advantage. You are increasing the probability of connection and buying. Of course, this means that you have to commit to what you believe is the best. The best method. The best tool. The best talent.

Plenty of people settle for mediocrity because it takes conviction to choose the best. You have to believe in it and transmute this to those you want to follow you – buyers, fans and constituents.

Playing it safe by committing to nothing is a losing recipe. Show me conviction by leading me as a buyer of your conviction and you will likely have me committed. I am looking not only for something, but the someone to believe in.

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