"Two, not Three"...Less can Lead to More

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📝 By Murray Joslin , Editor-in-Chief

During a recent episode of his podcast “A Bit of Optimism”, author and leadership coach Simon Sinek gave an anecdote about a successful shoe store owner, Ben Prober. The salesman’s secret, Sinek said, was the “two, not three” rule. When a customer arrived at the store and asked to try a pair of shoes, Prober would bring them over. The customer might then ask to try another pair, and he would oblige. If they asked to see a third, Prober would say, “Sure – but first, which of the two you’ve tried should I take away?”

This might sound like something of a counterintuitive sales strategy. Why would a shoe salesman want to reduce his customer’s options? But by limiting the number of shoes in the equation, Prober was making it easier for his customers to decide. A choice between A and B feels simpler than a choice between A, B or C. Keeping the decision process streamlined reduced hesitation and ultimately led to more purchases. His approach was not just effective—it made his business tremendously successful.

The Power of Limiting Choices in Business

Business leaders, marketers, and entrepreneurs face an overwhelming number of choices every day. Whether developing a new product, refining a business strategy, or selecting a vendor, an excess of options can lead to decision fatigue and delayed action. The principle of “two, not three” can be applied effectively in various business contexts, particularly in creative content, pitchbooks, and vendor/partner selection.

Creative Content: Enhancing Clarity and Decision-Making

When presenting creative content—whether it’s a branding concept, marketing campaign, or a consulting deck—less is often more.

Two options help clients or stakeholders focus on distinct choices, preventing decision paralysis. They can weigh the pros and cons of two solid ideas without feeling overwhelmed. While a variety of choices may seem beneficial, it can lead to over analysis and indecision, delaying speed of response.

By presenting just two strong creative directions, designers and marketers can drive more efficient discussions and approvals.

Business Pitchbooks: Driving Decision-Making with Precision

A business pitchbook’s purpose is to persuade and inform stakeholders, often in high-stakes situations. Keeping the number of strategic options minimal can be advantageous.

A conservative vs. an aggressive growth plan, for example, allows investors or executives to focus on a clear, comparative decision. While more options might demonstrate thoroughness, they can dilute the message and slow down decision-making.

By refining pitchbooks to two key options, businesses can steer discussions toward a definitive and timely decision.

Vendor & Partner Selection: Encouraging Decisiveness

Choosing the right vendors and partners is critical for business success, but an abundance of choices can complicate the process.

Focusing on the two strongest options encourages direct comparison and allows for a more focused evaluation. The narrowing of ideal partners can eliminate unnecessary complexity, decreasing the time needed for extensive deliberation.

Strategic Limitation Leads to Better Outcomes

In an age where limitless choices are the norm, imposing thoughtful constraints can be a competitive advantage. By embracing the “two, not three” mindset, leaders can foster better decision-making, enhance efficiency, and ultimately drive greater success.

⧉   5 Things to Think About when Changing Service Providers

📝 By Amelia Middlebrooks , Contributor

Changing outsourcing service providers can seem to be a daunting task, there is uncertainty about quality, adoption time and value for cost. Whether there was a management change at your current provider, or they've met your needs for a long time and only now is the quality and consistency starting to slip; there are a lot of variables when it comes to bringing on a new partner. Ultimately, when it's time to move, the decision should come down to what is best for your business.

Here are five things to consider when it comes time to take the leap:

1. Who else is out there?

There are many outsourcing service providers, offering a variety of services and models. The first step in any move is research. Scheduling a few calls with providers, speaking with references, and sending an email detailing your objectives can be a great first step in figuring out who would be the best option for upgrading your business support services.

2. What is the current volume of work?

Some outsourcing firms are more advanced than others and some specialize in particular types of work. Is your volume small, consisting of only a few hours per week? Or is it much larger, requiring a dedicated team of experts to meet the needs of multiple department, geographies and time zones? Think of it this way: outsourcing is a road to greater efficiency, and part of that is knowing where your bottlenecks are occurring.

3. What are your priorities (Speed, Cost, etc)?

Different providers have different expectations, find a group who matches your values. The point of outsourcing is to make it easier on you and your clients. Knowing what your values are can help you pick a partner who feels the same way and will prioritize the same things as you. Consistent points of value include speed, cost, responsiveness, collaboration and quality. What do you value?

4. What needs aren't being met?

Chances are if you're looking to swap service providers your needs aren't being met - be it speed, quality or consistency - something isn't working. Being clear and upfront about your concerns is a great way to determine if a service provider is right for you. A services relationship is a partnership, and addressing your specific concerns should be at the top of the priority list.

5. Do you have a consistent brand or is it time for an update?

Moving service providers is a great time to think about consistency and staying fresh. If you're already planning on making a change why not consider a firm with design capabilities? A new look can make it easier to bring in new business, make you stand out and offers you the opportunity to expand your relationship with your new service partner early on. An outsourced creative services partner can also help to ensure the integrity of your brand across all asset types.

⧉   Recently at Integreon...

Webinar: Marketing Operations - Workflow Strategies that Work

Earlier this month, Integreon partnered with the Financial Communications Society to present a free webinar featuring a panel of senior financial marketers from leading brands who shared how they optimize operations, leverage technology, and refine processes to scale seamlessly.

The webinar is now available to watch on demand.

As a trusted partner to many of today’s dynamic and forward-thinking organizations, Integreon has first-hand experience in helping clients to recognize and take full advantage of their best ideas. Clients look to Integreon for help streamlining communications, research and design - creating impactful content and materials for both internal and external consumption. You can learn more about Integreon’s work here.

Ready to learn more about scaling your firm’s greatness?

Let’s start a conversation:

Murray Joslin | Editor in Chief | Executive Vice President, Creative & Business Solutions

Emily Watkins | Executive Editor | Senior Marketing Manager, Creative & Business Solutions