The past few decades have seen incredible advances in technology allowing unprecedented increases in standards of living in developed nations. Abundance and innovation have brought incredible choice to consumers in all areas. Most would argue that is a good thing. More choice means more satisfaction, right? Wrong.

In an ideal world, the multitude of options would allow consumers to select the best, but what exactly does “best” mean in this case. There is no best. Best what?

When presented with more than a few options, people obsess over the insignificant details. It doesn’t matter if you choose red or dark red, medium or small-medium. What does matter is getting something that is good enough.

The decision making process is not actually the biggest concern when there are many options. The problem is buyers remorse. After people have chosen what they believe is the best option they are less satisfied with their choice. That’s right, more options means less satisfaction.

Once you make a decision of one amongst many, you always wonder what if. Maybe that other one would have been slightly better than this one?

Remove the meaningless choices. Having the best t-shirt or pen doesn’t matter. Having a t-shirt that fits and a pen that works is good enough.