The Paradox of Choice

Barry Schwartz is a smart guy. His book, “The Paradox of Choice” highlights one of the major reasons, why more choice leads to lower satisfaction. Think of cell phones. There is no such thing as a simple cell phone anymore. They are feature packed, and most consumers use only a fraction of their capability. This has huge implications for how we engage customers and how we operate our businesses. Turn choice on its head. Imagine how limiting the number of available options may actually increase customer satisfaction. Watch this TED talk:


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