We Are Sculptors Finding Ourselves In The

We Also Don't Always Know What We Want. And In Those Cases It Can Actually Make Us Worse Off Because It's Actually Easier To Figure Out What You Want And To Figure Out How The Options Differ If You Have About A Handful Of Them Than If You Have A Hundred Of Them.

I Used To Go To This Store Called Draeger's And You Had A Little Bit Of That Same Feeling Because This Was A Store That Offered You So Many Varieties, Things You'd Never Contemplated Before, You Know Like 250 Mustards And Vinegars And Over 500 Different Kinds Of Fruits And Vegetables, Or Over 2 Dozen Different Types Of Water.

The Key To Getting The Most From Choice Is To Be Choosy About Choosing.

When Companies Try To Guess What Consumers Want, They Essentially Make The Choice For Consumers.

What Leads Us Astray Is Confusing More Choices With More Control. Because It Is Not Clear That The More Choices You Have The More In Control You Feel. We Have More Choices Than We've Ever Had Before.