people think they want choices. but they prefer good defaults.
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people think they want choices. but they prefer good defaults.
If you limit their choices by making them check boxes and ask for permission, you won’t just frustrate your people, you’ll lose out on the speed and flexibility that comes from a low-rule environment.
Erin Meyer • No Rules Rules: Netflix and the Culture of Reinvention
‘the jack-of-all-trades-heuristic’, whereby we naturally assume that something that only does one thing is better than something that claims to do many things.
Rory Sutherland • Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
• Identify the “good enough” controls that satisfy mainstream users’ needs and the “precision” controls for experts.
Giles Colborne • Simple and Usable Web, Mobile, and Interaction Design
Rookie marketers think people want choice. Consumers don’t want more choice, but more confidence in the choices presented. Choice is a tax on time and attention. Customers want someone else to do the research and curate the options for them.
Scott Galloway • Post Corona
Optionality is a means to an end, not the end itself. Our obsession with optionality can backfire.
David Perell • Peter Thiel’s Religion
In reality, though, most of the time we don’t choose the best option—we choose the first reasonable option, a strategy known as satisficing.1 As soon as we find a link that seems like it might lead to what we’re looking for, there’s a very good chance that we’ll click it.