Jammed up with choices
Having more options doesn’t always make life easier. It often makes decisions harder.
Maybe you’ve heard of this commonly cited study on decision-making in the face of many options:
In a popular local grocery store, researchers set up a tasting table offering samples of jam: at certain times the table offered a selection of 24 different jams, and at other times only six different jams. The researchers reported that shoppers were about 10 times more likely to purchase from the table with only six options in comparison to the table with 24 options.
Their report presents several theories, but one often cited is that decisions become harder as more options are available; as a result, people are more likely to avoid making any decision at all.
Here's the thing:
Obviously your organization is not in the position to simpy do nothing at all. Decisions must be made.
It's natural to think, "My goodness look at all these different jams! How can I possibly know which one is the best?"
But you can make your life easier by focusing on two simple points:
I need jam.
I have a limited amount of time and money to make this purchase and leave the store.
With that in mind, you can indeed just grab the first jam that meets your needs and fits your available resources (time and money), and be done.
When you've got a decision to make, you can choose focus on the many choices available, or you can focus on your goals and avaiable resources, and get the thing done.
Your choice.
All the best,
A.