Every single moment of every single day is saturated with choices. Honestly, think about three of the most recent choices you made … and the questions you asked yourself to arrive at a decision:

  • What will I wear today?
  • Do I want cereal, eggs, or just coffee for breakfast?
  • Today’s news: paper, TV, or Internet? (How much time do I have?)


We live in a culture that loves choices. We adore and need them. Choices make us feel liberated and empowered. Just imagine the frustration if we had no choices about the things we buy. One color, one size, one flavor … Come and get it! Mmm, no, thanks. Choices ensure that customers get products that meet their needs, and they help customers avoid undesirable features and items they don’t need.

But too many choices tend to overwhelm and paralyze decision-making. This is called analysis paralysis. Too many options can incite confusion and insecurity about our ability to choose well. The extent to which this happens depends on what we’re choosing though. Risks of financial loss, embarrassment, or other factors play a part.


For instance, choosing the right item among too many options for a complex high tech product or service is likely to be more stressful than picking a toothpaste from a wall full of options. This is getting into the paradigm of convenient products versus specialty products, but that’s a different topic.

Here, we’re talking about the pain points associated with choosing. Making a choice requires sacrifice. Choosing one usually means not choosing another. In some situations, there’s a way to make trade-offs and enjoy the “best of both worlds,” as the saying goes.

But let’s stay focused here and agree that choosing a taco means no burrito, enchilada, quesadilla, torta, and so forth. Sacrifice sucks. No matter how much you might like all of the foods, you’re probably not going to order the entire menu to not miss out. That’d be really weird … and a waste of money.

nachos guacamole

Next: Choosing is Painful

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Your noodle-loving friend,

Lawrence Chan

P.S. A nice note by Lee Harrison after using the pricing e-book strategies for a short while.

Thank you so much for writing the e-book. You are a true genius. So many things that make sense when explained in black and white, yet so easy to overlook. Best $ ever spent.

Read more about this rewritten 2nd edition pricing e-book HERE.

Or …

[price-item item_number=”2″ category=”pricing ebook”]