n business and as a consumer, there is a balance to be struck between having enough choices, and having so many, that the sun goes down before we’ve chosen. Consumers are diverse, and so are business people, some admittedly picker than others. So when can too much choice become a crutch?
The Buyer
In 2004, A Man named Barry Schwartz decided to take a tour of the supermarket and discovered a staggering fact: we have between twenty and a hundred choices for almost everything we....