There’s a book I’m reading right now — The Jolt Effect.
It’s about sales.
But really it’s about human nature.
The authors found that what kills most buying decisions isn’t price, or even status quo bias. It’s not competition. It’s not even doubts about the product.
It’s the fear of making the wrong choice.
And the worst mistake?
Giving more information or more choices.
There’s a famous experiment. Researchers set up a jam-tasting table. Some days, 24 flavors. Other days, 6. When given 24 choices, 3% of people bought. When given 6? 30% bought.
10X more decisions made and actions taken — with less options on the table.
Why does this happen?
Because more choice creates more chances to be wrong. More mental work. And somewhere in the brain, that extra friction translates into: This should be easier. Maybe this is wrong.
And people walk away.
Let’s think about your own growth goals.
Eating better. Moving more. Using AI at work. Getting better at giving feedback. These things are already hard. They require effort, real consistency, discomfort.
Are you also making the choosing hard on top of that work?
Nutrition
You could track macros, go keto, try intermittent fasting, cut sugar, go plant-based, count calories, do Whole30, add protein, cut processed food, meal prep Sundays…
Most people who succeed long-term start with one thing: eat more protein at every meal. It’s concrete. It crowds out junk naturally. It makes you feel full. You don’t need an app. It’s simple and easy to start.
Exercise
You could do HIIT, lift weights, run, swim, cycle, do yoga, try Pilates, walk 10,000 steps, join a class, follow a program, buy equipment, train for a race...
Most people who actually stick with exercise start with one thing: go for a 20-minute walk every day. Not because it’s optimal. Because it’s simple and moves things forward. And movement compounds.
Using AI tools
You could explore ChatGPT, Claude, Gemini, Perplexity, Notion AI, Copilot, AI for email, for research, for strategy, for writing, for scheduling…
Most people who integrate AI meaningfully start with: pick one task you do daily and run it through one tool for a week. Not the whole workflow. One task at a time.
Giving feedback
You could learn radical candor, try the SBI model, practice nonviolent communication, read Thanks for the Feedback, work on your listening, get a coach, join a workshop…
Most people who get better at feedback fast start with a simple recipe: after every hard conversation, write one sentence about what you wish you’d said differently. That’s it. One thing. One rep. One improvement.
The pattern is the same every time.
Give yourself some direction. Give yourself a simple starting point. A couple of clear options to choose from. Repeat.
You still have freedom. You just have fewer places to get lost. And make mistakes.
The thing most advice misses: the work is hard enough already. Hard enough that most people quit before they improve. The last thing you need is to burn your energy deciding where to start, and if it's the right choice.
Save that energy for the doing.
Ove to you, dear reader,
Where in your self-improvement journey are you making the choosing harder than the doing — and what’s the one simple thing you could commit to starting today?
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