My brother Jon hates vegetarian restaurants (or at least he did back when we were allowed to go to restaurants). Which is interesting, given he’s vegetarian.

Guess why.

Yep, too many choices. Normally picking a meal at a restaurant is pretty easy for Jon. There are two or three vegetarian options. Done.

Decision fatigue is a thing. Three choices are better than one choice. But often fifteen choices are worse than three.

If you want to be of service, give your clients options. But not too many.