The challenge of choice

It turns out, when people are faced with too many choices we are less likely to make a decision. And if we do manage to choose something, we are left less satisfied with the decision we make.

It’s no surprise then to discover that human beings are creatures of habit. That an individual only visits 25 familiar locations at any given point.

We think that by limiting our choices we can free ourselves from the heavy responsibility choice brings.

Most of us want the outcomes of the decisions we make to be predictable and safe before we step into the unknown. But that’s not how life works. First, you step into the unknown, and then, the light follows.