Imagine you’ve entered a cave.
Your eyes slowly adjust to your surroundings and begin to make out the shapes and forms around you.
You see three doorways: they’re equal in size, and all the same distance from where you stand. How do you choose where to go first?
You’re frustrated, because you don’t have enough information to make a decision. All you can do is guess.
Now imagine you’ve entered a second cave.
In this one, there’s one large doorway before you. It says “Tours” and is wide and well-lit.
To one side, there’s a small doorway with a window in it that says “Tickets” above it. Next to it is a nondescript door that says “Employees only.”
In this cave you know exactly what to do.