Complexity bias — our tendency to value complexity over simplicity — is part of being human. But this natural leaning causes significant headaches and roadblocks when it bleeds into the sales world. Let’s talk about how to spot overcomplication in your sales process and what to do about it.

To understand how complexity bias works at a fundamental level, imagine someone who wants to lose weight. This person might try everything to shed pounds: drink apple cider in the morning, take special supplements, or even switch to “healthier” beet chips. They engage in the most complicated mental gymnastics to avoid doing the simplest actions: eat fewer calories and exercise more.

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