Simon’s shoe store doles out a marketing masterclass, not just comfortable shoes.

Simon runs a small shoe store, but he manages to outsell his competitors because his customers walk out feeling they’d bought the best possible pair of shoes. 

How does Simon pull it off with lesser resources, minimal advertising, and on his own?

Most shoe stores are happy to show you as many pairs as you want to try out.

At Simon’s, the shoes are behind his counter, and when you look at them, he’ll ask you which one you’d like to try on. 

He gives you your choice and then asks, “Would you like to try another one?”

You pick another one and try that out too, and then tell him you want to try a third pair. 

But before he gives you that third pair, Simon asks, “Sure, but which pair would you like me to take back as I get you that new pair?”

Simon leaves only the best two pairs of shoes with you at all times so that at the end you just have to pick one of two winners (not more) to walk home in.