The paradox of choice is real, and it gets worse when the choices aren’t even multiple choice.
Confronted with the unlimited selection offered by any music streaming service, people choke. They pick an old favorite, a current hit or something banal. The same is true with the nooks and crannies of Amazon or most pieces of software–when people can have anything they want, suddenly what they want isn’t much at all.
People are good at “a, b or c?”. Not as good at “pick a card, any card.” And terrible at, “think of a number between one and a trillion.”
That’s one reason why writer’s block is far more common than roll-the-dice block.
If you’re on the offering side, it’s on you to be smart about the multiple choice options that can unfold new horizons for us. Curation can do better than “Shuffle”.
And if you’re on the choosing side, you can multiply your impact simply by embracing a method that pushes you toward new (and thus uncomfortable) options.