🍪 ET #5 - Why Simple Choices Boost Sales

Hello!

This past couple of days have been kinda crazy for me. One post on LinkedIn got over 75,000 views and brought a huge number of new subscribers to the newsletter.

It’s just crazy how small things like that can make you grow. Some people call it luck - others call it commitment.

Now, speaking of simplicity and growth, I want to share how making simple choices that even an idiot can understand can increase your sales and how it made Athletic Greens valued at $1.2B.

Athletic Greens created a product called AG1, and there’s only ONE way to buy.

You go on their homepage, and you buy the welcome kit. Free shaker, free scooper, free storage canister, free delivery. Everything you need. One button to press. Idiot-proof.

But you might be thinking, options are harmless, right? Wouldn’t you prefer a choice?

Let me remind you of Trout & Reis's first immutable law of branding: “The power of your brand is inversely proportional to its scope.” In other words, the more a brand expands its focus, the weaker it becomes.

Imagine if AG1 had multiple flavors like pineapple or mango, different sizes, stick packs, or even decided to make a bar. Suddenly, they’re just another nutrition store.

But when experts like Andrew Huberman say, “Drink AG1,” it sticks. There’s no confusion, no overwhelming choices. Just one simple message: Drink AG1.

Why it works?

Athletic Greens has mastered the art of simplicity. By offering ONE clear option, they eliminate decision fatigue and make it easy for customers to say yes. This ensures their product stands out in a crowded market.

Now consider how you can simplify your product offerings. Focus on what you do best and communicate it clearly.

The fewer decisions your customers have to make, the more likely they are to choose your product.

Next time you’re want to expand your product line, remember AG1. Sometimes, less truly is more 😉

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See you next week,

Vlad