Definitely a smart guy, but scary that he got winded just doing a few reps with the bar.

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The biggest mistake is gripping the bar too wide. The closer your grip, the greater amplitude and range of motion you can achieve when contracting your pecs, stimulating more muscle fibers.
I do agree on the range of motion, but too close, however, and you get too much help from the triceps. A slightly wider-than-normal grip works the outer portion of the pecs, and those who typically bench high will develop a nice tie-in to the anterior delts.