Too many choices (or unlcear choices) can create friction for people to make a decision. So, the brands that win are often the ones that make decisions feel easier.

Sometimes being clear and easy to choose means knowing what to say… and what NOT to say.

In this episode, Katie Mleziva (RealFoodBrands.com) and Clint Matthews (Start Right Foods) unpack the concept of decision fatigue and how it impacts things like shopper behavior, packaging, product assortments, and buying decisions.

You'll hear:

• Why more choices, words, and icons are not always better

• The Cheesecake Factory "decision overload" example

• How shoppers make different decisions throughout a shopping trip

• Why packaging has to work so hard...even after popping on the shelf

• If Clint or Katie could better handle judging 25 cheesecakes in a contest without decision fatigue setting in

• The importance of communication hierarchy

• The famous "jam study" and what it tells us about consumer behavior

• How products move from shelf → cart → pantry/fridge/freezer → repeat

• A course Katie is taking through Texas A&M called Advanced Behavioral Economics -- she's loving it!

Katie also shares details about her free live Brand Strategy Q&A happening May 20, 2026.

Links & Resources:

• 🗓️ Sign up for the free Brand Strategy Q&A

• 📧 Weekly Email Newsletter

• 🔗 Connect on Instagram

• 🎙️Episodes mentioned

--4Ps of Sales Series Spotify Playlist

--Ep 114. Intentional Marketing: Getting ON the shelf, IN the cart, and OUT of the pantry/fridge/freezer

• When Choice is Demotivating: Can One Desire Too Much of a Good Thing? (aka "The Jam Study")

If this episode gave you a new way to think about shopper behavior, packaging, or brand clarity, please share it with another food business owner who is working to build a brand that makes a positive impact.

Let's go shake up shopping carts!

You might be a good listener, but are you a strategic listener?

In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) explore how to use listening as a strategic tool—not to collect more ideas, but to gain clarity and guide your brand decisions as you optimize and grow.

Building on recent episodes about defining your version of success and clarifying your purpose, vision, and values, this conversation shifts outward—focusing on how to better understand your market through what you're already hearing and also where to listen more intentionally.

From buyer conversations to consumer feedback to observing the competitive landscape, this episode will help you think differently about where insight can come from and how to use it.

• Why listening is about understanding and making decisions, not just collecting opinions or adding to your idea list
• How buyer conversations can reveal what's happening in your category
• Ways to "listen" to consumers beyond direct conversations
• What you can learn from competitors—without copying them
• The difference between one-off feedback and meaningful patterns
• How to use what you're hearing to guide your brand as you grow

As you're working to build clarity in your brand, listening becomes a way to proactively understand your market—not just react to it.

When you start paying attention to patterns, language, and real-world feedback, you can:

• Refine how you show up as the brand you want to build
• Spot some opportunities you might have missed
• Move forward with more direction and confidence

Once you begin to understand your market more deeply, you can start to define what you want your brand to be known for—and how to consistently bring that to life.

If you want a simple way to capture what stands out and turn ideas into action, make sure you're on Katie's newsletter email list. She'll share a quick recap in writing and help you apply what you hear on Ep 185, and every episode! You can get access to the newsletter and find links to everything else at www.realfoodbrands.com.

Connect with Katie Mleziva on LinkedIn or ➡️ Set up an intro call here if you're ready to talk about prioritizing your ideas as you work to build a strong brand.

Let's Go Shake Up Shopping Carts!

Katie Mleziva – Host & Food Brand Strategist

What does success actually look like for you—and are you building your food business around it?

If you haven't clearly defined your own version of success, it's easy to end up chasing someone else's without even realizing it.

For the first part of our lives, success is defined for us—the next milestone, the next step. Good grades, good performances. But as business owners, that structure disappears… and we're left to figure it out on our own.

In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) unpack how making sure you're defining your own version of success will impact how you make decisions.

They also share how their own definitions of success have evolved over time—and how those definitions directly shape the decisions they make in their businesses today.

Because success isn't one-size-fits-all. But when it's undefined, it leads to comparison, second-guessing, and misalignment.

And when it's clear? Your brand, your strategy, and your decisions start to fall into place.

• Why success feels clearly defined when we're younger—and why that changes as a business owner
• How your definition of success influences your daily decisions
• Real examples of how evolving priorities shift business direction
• The difference between building a business that looks successful vs one that actually fits your life
• Why defining success is the foundation for a clear, aligned brand
• Katie's recommendation on where to start

If you don't define success for yourself, you'll default to someone else's definition, and that's where misalignment starts.

If you're ready to define YOUR version of success and start building a brand around it, Katie put together a simple way to get started with your purpose, vision, and values.

👉 Join Katie's weekly newsletter list to get access here.

Every week Katie walks you through putting these insights and your ideas into action...becuase you don't need more ideas, you need to prioritize them based on your goals so you can make more confident decisions in your business.

Note: if you're listening after 5/1/26, just send Katie an email katie@realfoodbrands.com, and she'll share the newsletter issue with you.