“In a few hundred years, when the history of our time will be written from a long-term perspective, it is likely that the most important event historians will see is not technology, not the Internet, not e-commerce. It is an unprecedented change in the human condition. For the first time — literally — substantial and rapidly growing numbers of people have choices. For the first time, they will have to manage themselves. And society is totally unprepared for it.”
Benjamin Hardy, PhD
The irony of choice is that too many choices can be crippling. Especially when we are bombarded with choices. Our brains become overwhelmed not just with options, but the measures and information we rely on to evaluate those options. When the brain can’t find an easily resolvable decision, it is just as easy to not decide.