Paradox of Choice: Summary

Paradox of Choice by Barry Schwartz is a really interesting book to read. It's easy to assume that having choices is a good thing. However, having too many choices can create a larger conundrum than having limited choices. is a powerful and motivating book. He describes the challenges with making decisions with too many choices, and provides some guidance on how to navigate those tricky situations.

I'd like to highlight two distinctions or tendencies in one's approach to making decisions. When trying to make a choice, you can be a maximizer or a satisficer. Maximizers believe that there is a perfect solution, and are dedicated to ensuring they make the best choice. They tend to agonize over decisions and collect a lot of information (often times even after a decision has been made). Satisficers have clear standards for the solutions they are examining, and once they make a choice that meets their standards, they they make a decision and they move on.

Here's what's really fascinating: maximizers spend an extraordinary amount of energy researching and comparing to make their decision, and are more likely to regret the choice they made than satisficers. Satisficers strategically limit their choices based on their goals and expectations, and are more satisfied with their choices than maximizers.

(Note: sketch notes are a mix of sketching and taking notes that graphically organizes the information).


Rohde, M. (n.d.). What are sketchnotes? Retrieved from

Schwartz, B. (2004). The Paradox of Choice: Why More Is Less. New York: Ecco.

#sketchnote #choices #decisions #satisficer #maximizer

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