The Paradox of Choice is a must-read introduction to decision theory and consumer behavior/psychology. We live in a world of approximately 60 millions consumer skus. This amount of overchoice can be paralyzing and negatively impact both consumers and businesses trying to serve them. Schwarz does a great job of breaking down the problem and showing some potential paths forward. Highly recommended if you want to grok how we think about making decisions.

This book has changed my life. Seriously. And I had no idea that it would have such a huge impact when I decided to read it.

Barry Schwartz explores the Paradox of Choice and how the multitude of choices available to us for even the most insignificant things can be paralyzing. He offers insight into bridging the gap between being paralyzed by choices and being cavalier about choices. There really is such a thing as "just enough".

I can not recommend this book highly enough.