11 Psychology Tricks From the World’s Best Brands - Richard Shotton - #1053
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What did you learn from Five Guys? So Five Guys is the opening chapter, and we talk about something that they did very powerfully, which is when they launched, they were relentless at focusing on just doing burger and chips. So people like McDonald's who got seduced by the fact that they could launch fillet fish and and chicken burgers. But the five guys relentlessly honed down on just doing burgers.
Now, some of the benefit of that is a ability just to get better at cooking, better at producing your core product. But psychologists argue there's something else on top of it. So there's an idea called the gold dilution effect. And the first studies were done by Zhang and Fischback back in 2007. And they did a very simple experiment.
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