Less is more

We’re all getting used to the fact that modern consumers prefer fewer choices and that less is more. Countless reports seem to confirm this. The rise of the discounter supermarkets here in the UK proves this as they hold, on average, 1,350 lines in their stores with 90% of these own brands. Compare this with the big supermarkets who hold, on average 35,000 product lines. A major mortgage lender here in the UK has, on its website, details of 584 mortgages available to customers. I kid you not. But my…

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