Michael Aaron Flicker

And it's really a very interesting topic to observe how humans actually behave.

It sure is.

But let me set the stage for everybody.

it's 1986 and founder jerry morrell is walking down the maryland boardwalk with his four sons and so the four sons and jerry become the original five guys and they're walking on this boardwalk and they noticed that only one food stand has a massive line and its name was thrasher fries

Lots of food shops, lots of options, only one with this massive line.

And Jerry comes up with the insight.

I wonder if that's because they only do one thing and they do one thing really, really well.

They make French fries.

And because of that, with that insight, he starts Five Guys.

And today, they have 1,800 stores.

They do a $1.6 billion in sales.

And they still are basically a burger and fry joint.

They do no chicken.

They do no salads.

They do no ice cream.

And they're tapping into what you raised, which is the gold dilution effect.

And it's this very counterintuitive insight in behavioral science that if you say that you're good at many things, it is less believable

than if you say you're only good at one thing.

And the academic study for this comes from University of Chicago, 2007.

We have a study where we're asking participants to say if they believe eating tomatoes would be effective at one goal, preventing cancer,