When you need to make a decision, having more choices isn’t necessarily better: what really matters is ending up with a good result. Greenfield cites an old Burger King advert: “Choices don’t mean a thing when there’s nothing good to choose.”Continue reading
Articles about choice
Suppose there are two roads between two points. One road is free to use, the other has a toll. The one with the toll will, of course, be less crowded. So road users can travel for free, or they can pay extra to get there quicker.
The interesting thing is that this works regardless of the other differences between the roads. The toll road might actually be wider or narrower, longer or shorter than the free one. But as long as the roads are sufficiently busy, the journey will always be quicker on the toll road.
I was thinking about applying this idea to supermarket queues. Supermarkets could set aside one or two checkout lanes that have a charge of $1 to use. If you’re in a hurry, you can pay the extra money; the queue will always be shorter.