Daniel Condurachi’s Blog

What I mean with the title is that giving more choices to the customers, you actually get less profit. This happens because

1. the customers freezes when sees so many choices and does not know what to buy. This means a waste of time, when he/she could have bought and come again to buy some more.
2. when the customer finally decides about his choice, he/she ends up less satisfied with the choice made, than there would be less options to chose from, because:
   • it the result of the choice is not perfect, then it is easy to imagine how it would have been if you choose better. So, you regret the decision you made and this subtracts from the satisfaction you had making the decision you did. The more options there are, the easier to regret your option is.
   • the value of something depends on what you compare that thing to
   • when you choose to do a thing you choose not to do others
   • with all the options available, the expectation raise
   • everything was better back when everything was worse because back then you could have had pleasant surprises
   • raise of the clinical depression because people have fell bad because bad choices they made when there was so much to chose from.

The secret to happiness is low expectations. What enables all of this choice is the material affluence. So, Barry recommends to give our extra choice to the others that have no choice.

So, More is less!