Unlimited Choice

3 Simple Strategies for Navigating Unlimited Choice

Barry Schwartz in his seminal work “The Paradox of Choice” questioned the world where unlimited choice is seen as nirvana. For an age we have seen the power of choice as being an indicator of a life worth living, yet a number of other factors tend to lead to other conclusions. 

Ever sat in a restaurant and felt completely baffled by an extensive restaurant menu with 60 items on it? Have you stood in the aisle of a supermarket confronted by a seemingly never-ending acreage of toothpaste varieties, all of which proclaim to do pretty much the same stuff?

Whilst there is little argument exercising the human right to choice is a healthy, and desirable point to find ourselves at, we also realise that at some point the desire for choice meets it’s match when our senses are overwhelmed. Schwartz says “the fact that some choice is good doesn’t necessarily mean that more choice is better.” The French even have a saying to express the same intent trop de choix tue le choix (too much choice kills the choice).

Some organisations are now recognising the need to simplify the purchasing environment for the consumer. Hospitality simplifying menus, paint brands moving from 1000’s of choices to a few dozen, haircare brands halving their range have all seen substantial upswings in sales. In fact some forward thinking organisations are now employing choice architects to help craft strategies to help consumers make simpler choices in a complex landscape.

Within your organisation, consider these three suggestions across the organisational, team and individual levels;

1. Organisational level - Find your niche

At an organisational level it is critical to identify the point of difference that you offer from all the other services, products and businesses like yours on the market. Finding your niche is more important now than ever before. Think about it. 100 years ago an accountant was simply an accountant. 50 years ago, we saw some differentiation in the industry, but now the type and specialisation of accountants is mind-blowing. Forensic accountants, trust accountants (they would love us to trust them wouldn’t they?!), even  ecological accountants. In a marketplace filled with many choices, finding your niche is not only smart, it is meeting the need of the counter trend of our world of unlimited choice. 

If every telephone company says that they offer exceptional customer service, then this isn’t a quality that the customer can base their decision on. If every builder states that they get the work done on time, again how can we differentiate which builder to go with. We need simplicity in our decision making.

2. Team level - Spring clean

In order to liberate behaviour within your team it is critical to simplify the systems and processes that your team operates within. Some rules are meant to be broken, particularly if they are not serving a purpose other than to make your day and team activities more complex. Be ruthless when you ask the questions, what does this process or system serve? Be creative when you consider, how might we do this another way, a simpler and less complex way?

One of the choices you always have is to not do what everyone else is doing, but come up with your own approach. Choose the simple approach.

3. Individual level - Give fewer options

Rather than being all things to all people, offer fewer, clearer and succinct options. Ever noticed the difference between a struggling restaurant and a top class one? Besides better food, the correlation is clear. Good restaurants offer less on their menu, restaurants who struggle offer more. Choosing between five mains versus twenty-five mains...it just makes sense doesn’t it? Offer the best stuff you can deliver, don't fall into the trap of trying to serve up everything.

There is something that happens with you employ the number THREE, offering three options on a proposal, identifying three possible solutions to a problem, even helping a customer to whittle their choice down to three clothes outfits for that wedding they are going to!

Whilst we crave choice because of an insatiable drive to acquire, in the end, sometimes we get what we wish for...then wish we didn't have it.

Warm wishes,

Darren and Alison

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The PLUG: Dealing with the Tough Stuff Program General Sessions

After the amazing success of our Dealing With the Tough Stuff Exclusive Showcase, three general sessions will be presented between Brisbane and the Gold Coast.  Want to know why you don't want to miss them?  Check out our Rave Reviews!

Thursday 26 May 2011
Time: 9:00am to 4:30pm
Location: John Wiley and Sons. 42 McDougall St, Milton. Qld.  4064.



Thursday 16 June 2011
Time: 9:00am to 4:30pm
Location: Robina, venue TBA.

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Many managers struggle with the process of dealing with tough conversations and in many cases actually avoid them completely.  This strategy of avoidance reinforces undesired behaviours and may precipitate further problems.

One of the biggest responsibilities with a leadership position is the importance of addressing and dealing with staff issues.  At times this requires you to 'step up to the plate' and ultimately deal with the tough stuff.

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THE GIFT:   Sheena Lyenger on the Art of Choosing

This weeks gift is a talk from TED.com by Sheena Lyengar.
Sheena studies how people choose (and what makes us think we're good at it) -- and how we feel about the choices we make. At TEDGlobal, she talks about both trivial choices (Coke v. Pepsi) and profound ones, and shares her groundbreaking research that has uncovered some surprising attitudes about our decisions.
How do you choose?