The Power of Constraint in Financial Marketing

There’s nothing quite like that moment in a workshop when you can see the shift happen — when eyes light up, the conversation deepens, and creativity starts firing on all cylinders.

Last week, I had the privilege of facilitating a session with a global financial services client, where we explored how to harness cognitive biases to elevate their marketing strategy. We covered well-known concepts like loss aversion and opportunity costs, but the real breakthrough came when we dove into something deceptively simple: the power of constraint.

I shared the classic Stanford study, where offering 24 varieties of jam in a grocery store led to only 3% of customers making a purchase, while offering just 6 varieties boosted conversions to 30%. Fewer choices drove more action. This "less is more" principle resonated deeply with the group, sparking a powerful discussion on how abundance can often overwhelm rather than engage.

In complex industries like financial services — where products and solutions can feel infinite and decision-making is inherently high-stakes — simplifying choice can lead to strategic clarity.

This workshop is a favorite of mine because it consistently helps teams reframe challenges and uncover opportunities — and I can’t wait to bring it to another room soon!