The Paradox of Choice

As consumers, we are spoilt for choice. The range of choice when it comes to buying a cup of coffee, a mobile phone or a pair of jeans is overwhelming.  It’s also very time-consuming and at times frustrating.

According to the psychologist Barry Schwartz, freedom of choice is the great paradox of our times: we want more control over the detail of our lives but at the same time we want simplicity.

Consider this in relation to your own business. There is a high probability that you offer a wide range of services in order to satisfy a variety of potential customer needs. You want to demonstrate your diversity and ability, but how do you know you are not creating confusion? Maybe even anxiety? This is why it’s dangerous to be generic in your marketing.

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