product choice overload
From data plans to toothpaste to headache medicine, most categories operate as if more choice is better than less choice. But if you’re actually a shopper with a headache in a headache medicine aisle, the only thing a complicated product assortment will do is make your headache worse. As Scott Galloway put it recently (echoing Barry Schwartz’s 2004 classic, The Paradox of Choice): “One of the biggest mistakes we make as marketers is that we assume choice is a good thing. Choice isn’t a good thing. It’s a tax. We don’t want more choice. What we want is fewer choices, […]
