Sometimes it pays to suggest only two choices

Posted on May 17, 2011


In many situations  (and markets) there is a choice between A, B or C. Or at least that how you can present it. In the cola market there is Coke, Pepsi or Brand C.  In the infamous “war or terror”, there were those who were for , those against and those who weren’t sure.

When the fight is for the undecided, its a great strategy to design a choice decision that in effect says – your either with us or your with them, whilst clearly signaling to the waverers that ‘them’ is unacceptable.

Checkout the similarity between Coke’s campaign  ” the Coke side of life” and the Bush speech ” in the war on terror. you’re either with us or against us” – or words to that effect.