The Paradox of Choice

One thing I learned in my second year of living alone in this big city is that too many options will make you exhausted.

On what to wear today, should I drive or just ride Ojek, what Ojek should I call; Uber, Grab or Gojek, what to eat for breakfast, for lunch, for dinner and much more.

The fact that those choices will unconsciously consume our energy is real. As a result, decision fatigue will occur and reduce the quality of our other decisions. For me, it often leads to decision avoidance. Words like terserah, up to you, or whatever are my arsenal.

That’s why Zuckerberg and many successful people have limited fashion options. They don’t want to make decisions about what they’re eating or wearing. They believe that one less irrelevant decision in the morning leads to better decisions on things that really matter. Yha, maybe I should try to cut down the volume of my clothing.

“Why are you so hard to eat, huh? There are a lot of food stalls around your area, isn’t it?”

Eat is another thing. I found out that it’s so dang hard to decide what to eat even there are dozens of food stalls, cafes, and restaurants around my pad. And it’s getting harder when there’s no one to help me to decide; it often leads to eat nothing. That’s why I have an Indigestion 😥

Some say that having more choices are better, but my experience proved otherwise. It also happened in business; from my observation in office, when we offer a large number of choices, customers are successfully attracted, but when it comes to make a purchase, too many options lead to fewer sales.

That’s it, the paradox of choice.


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