The Paradox of Choice
Over the last few months, my social media feed has been inundated with Mother's Day gift ideas (the algorithm must see me as a stereotypical dad). I'm talking about crazy, unique, creative, amazing ideas. I love them all!
Nearly 20 years ago, I read a book called The Paradox of Choice, by Barry Schwartz. It's a fantastic read, and I highly recommend it. The premise is simple: While we think we want more choices and more options, science shows that an abundance of options actually causes stress, paralysis, frustration, and, eventually, regret.
Have you ever been to Cheesecake Factory? Reviewing their menu feels like you're thumbing through the Bible, attempting to find the Book of John. It's nuts! Here's my experience with Cheesecake Factory. I spent 7 minutes reviewing and re-reviewing the menu. When every member of my party has already ordered, and the waitress is glaring down impatiently for me to speak, I stressfully blurt something out. Then, when the food arrives, I'm immediately crushed with order regret. Why? Because the abundance of choices created a scenario where it's inevitable that I'll be disappointed. Yes, I'm weird.....but it's science!
Contrast that with a different type of restaurant. It's called Teriyaki Boys. I used to dine there when I worked in downtown Des Moines. Yes, their food is solid. However, there was a different reason why I frequented their establishment. They only have one menu item! It's a Teriyaki dish; you just select your meat (check out their menu). That's it! It's that simple.
So many things in our lives are impacted by the paradox of choice. We act as though more options are better, but we're being harmed by our culture's abundance of choices every step of our journey. Unfortunately, we can't wave a magic wand to eliminate all the choices from our world.....that would be weird and evil. Instead, we can intentionally narrow the options on our own proverbial plate. Here are some examples in my own life:
Sarah and I enjoy watching TV shows together after the boys go to bed. We only have one show going at a time. We either watch that show or watch nothing. There are no other options.
When I go to our coffee shop, Northern Vessel, I only order one of two menu items: a cortado or a chagaccino. The other drinks are wonderful, but I don't want to burn my mental energy trying to decide.
When we give out of our budget each month, there are only two places it can go: our giving fund or set aside for people in need. Once it's in those locations, it can be administered as needed. But our budgeting choice is simple....two options only.
When we invest, there's only one option: the total stock market index. It may be one option, but it includes nearly 4,000 companies, all rolled into one cheap fund. This is the simplest of simple approaches. Zero brain damage, zero friction.
The paradox of choice will crush us if we're not careful. I still don't have a Mother's Day gift......