Schwartz explains choice from a perspective you probably haven’t considered. We want more choice because more choice signifies freedom. Choice is great and it is important.
- The problem is that with so many options of what to do, it is hard to do any one thing wholeheartedly
- The problem is that with so many options of what to buy, it is hard to feel confident in our choice
He cites one business where they realized that when they offered fewer options, more people joined. Why? Because with more options people were overwhelming and they couldn’t decide.
This is a really amazing talk, please watch and consider it.