In a famous study, researchers set up a jam-tasting booth at a grocery store. Some days they displayed 24 jams. Other days, just 6.
The table with 24 jams attracted more people. But the table with 6 jams sold 10x more jam.
The Paradox of Choice
Psychologist Barry Schwartz calls this the paradox of choice. More options don't make us happier — they paralyze us.
Why? Because with more options comes:
- More comparison anxiety
- More fear of missing out
- More regret about the path not taken
Why This Matters
This is why ChatGPT giving you 10 bullet points doesn't help. It's why reading 15 articles about your decision doesn't help. It's why asking 12 friends for advice doesn't help.
More information isn't the cure for indecision. Less information is.
The Clarity Principle
The best decisions come from clear constraints, not endless options. When you limit your choices, you free your brain to commit.
This is why we built Bogar to give you one answer, not many. Not because we can't generate more, but because more isn't what you need.
What To Do
Next time you're stuck:
- Stop researching. You have enough information.
- Limit yourself to 2-3 options maximum.
- Set a deadline. Decide by then.
- Accept that "good enough" is good enough.
The goal isn't to make the perfect choice. It's to make a choice you can live with and move on.