So much choice in everything we do, isn’t that great?

Maybe not.

There is so much choice in most things that now we are running the risk of paralysis, procrastination, and often, we just walk away.

Barry Schwartz, a psychologist and terrific communicator puts the hypothesis that in western societies, less choice would make us happier, a view somewhat at odds with the conventional wisdom that greater choice is one of the great benefits of economic and social development.

Consider what is happening in supermarkets. Retailers are setting out to drive category growth, suppliers are fighting each other for a share of the existing, and the growth, usually by line extensions, and each wonder why all the activity leads to the same sized cake being cut up a bit differently but at great cost to all parties.

Perhaps the array of choice is causing the potential growth to turn around and walk out the door, confused and uncertain?