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Hindsight, foresight, microblindness

Marketing In The Era Of Overwhelming Choice

If too much choice is a problem for consumers, it is a catastrophe for marketers. Why? Because consumers have adopted a very useful coping strategy for the tyranny of too much: they ignore most of what they see. When overloaded with choice, they buy brands they know and trust, or they don't buy at all.

So how can business leaders address the needs of choice-stressed consumers?

Companies must take responsibility for making decisions on behalf of their customers, something we call strategic clarity.

Less choice creates more value in the tyranny of too much.