By Barry Schwartz
As the world has grown increasingly complex and consumers have come to expect access to everything they could ever want with the tap of a screen, choice overload has begun to set in.
Most people assume that the more options they have, the happier they’ll be, but, as Barry Schwartz argues in The Paradox of Choice: Why More Is Less, research shows the exact opposite is true. In fact, by limiting the products we sell to buyers, we can reduce choice overload and greatly increase revenue.