Choose it or lose it

In 2000, psychologists Sheena Iyengar and Mark Lepper conducted a simple experiment in a California grocery store. 

The goal was to see how choice impacts decision-making.

Two tasting booths were set up. One displayed 24 exotic jam flavors, the other only six. More people stopped at the bigger display—because more options are better, right?

Not quite. When it came time to buy, only 3% of people at the 24-jam table made a purchase. But at the six-jam table? 30% bought a jar. Ten times more people bought because their choices were fewer. 

More choice didn’t lead to more action—it led to indecision and paralysis.

We see this everywhere. Which days to go to the gym, which healthy foods to eat, more job options, more paths in life that MIGHT be great for me. But instead of freedom, we get stuck. We hesitate, we overanalyze, and we second-guess, we end up in analysis paralysis and do nothing instead.

Sound familiar? (Still love you, stick with me.)  

For the decision you have to make this week, try this:

1. Define the Goal (The "What & Why")

What’s the real outcome you want?

Is this decision aligned with your bigger vision for your life's best story?

If you say yes to this, what are you saying no to?

Pro Tip: If the goal isn’t clear, any decision will feel wrong. Clarity first, choice second.

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2. Set a Time Limit (Avoid Overthinking)

Small decisions? 30 seconds.

Medium decisions? 30 minutes.

Big, life-altering decisions? 48 hours.

If you need more time, define exactly what info you’re waiting for—then move.

Pro Tip: Indecision kills momentum. Constraints create clarity.

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3. Filter Through "The 3 E's" (Eliminate, Evaluate, Execute)

Eliminate: Remove options that don’t align with your values or goals.

Evaluate: Weigh the pros and cons—but only the ones that actually matter.

Execute: Make the call and move forward with zero hesitation. 

Pro Tip: Regret comes from not acting, not from making the “wrong” choice.

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4. Use the 90% Rule (Go with Your Gut + Logic)

Ask: Does this feel like a 90% yes? If not, it’s a no.

Your gut is smarter than you think—trust it.

If you’re stuck, flip a coin. Not to decide necessarily, but to see how you feel when that thing is in the air. Our guess is you'll get your answer before it lands. 

Pro Tip: Most choices aren’t forever. Jump and adjust as you go.

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5. Own It (Regrets in the Rearview)

Once you decide, commit 100%—no second-guessing.

If it doesn’t work? Pivot, don’t panic. 

The best decision-makers make fast choices, adjust quickly, and don't dwell.

 Pro Tip: Confidence isn’t knowing you made the “perfect” choice—it’s knowing you can handle the outcome. (Psssst- You can)

Just like training hard in the gym, just like hard conversations, just like most things- decision-making is a skill. The more you practice, the faster, stronger and sharper you get. 

The happiest and most successful people aren’t the ones who explore every option forever. They choose, commit, and move forward.

Maybe it's not about getting better at choosing, but choosing to get better. 

Make it a great week everyone, I look forward to seeing you in the gym soon!!

Choose it or lose it,

Will

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