👋 Hi, I'm Nicholas Roberts. I create and perform music and write this daily blog.

I currently live in Los Angeles with my wife and golden retriever.

Email me: hello@nicholasroberts.io

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In the 1920s, soda fountains were ubiquitous in the USA.

Soda fountains were small diners that served soda, ice cream, and milkshakes. The people who dispensed soda from the fountain were called jerks.

Soda fountains were usually located in the basements of department stores or pharmacies in high-traffic parts of town.

One of the popular department stores at the time, Abraham & Straus, wanted to boost soda fountain sales in their store.

Their strategy was simple.

When customers came in, they would ask if they wanted to add an egg to their soda drink—gross by today's standards, but common at the time as a way to get extra protein.

Unfortunately, despite offering a popular product, sales didn't increase.

Feeling confused, they hired a man named Elmer Wheeler, a renowned salesman, to help them figure out what was going wrong.

Elmer suggested that instead of asking customers if they wanted an egg, they should ask them, “Do you want one egg or two?”

Sales skyrocketed. Nearly 70% of customers bought at least one egg for their drink because Abraham & Straus stopped asking yes or no questions.

Saying no is easy. It's safe. But saying "I don't want eggs" isn't.