I’m reading one of the most popular Business books ever written, the E-Myth Revisited. In the book, author Michael Gerber discusses doing a sales test. The test is simple:
For two weeks, wear a brown suit, brown tie and nice brown shoes. Track the people that come into your establishment, your sales, and your overall profits for the period.
Then, for the next two weeks, wear a blue suit, light blue shirt and polished black/matching shoes.
Gerber insists that you will sell 10-16% more items while wearing the blue suit. “So why not always wear the blue suit?” he asks.
The blue suit (to you) is the symbol of increased profits.
But here’s where I think this test goes bad. He simply concludes the experiment by suggesting that the blue suit should be on your everyday list of things to wear.