Choice. It’s a concept that humans have an inherent love-hate relationship with. The freedom to choose is an integral part of helping to define who we are as individuals. In fact one might argue that it forms the very backbone of modern-day capitalism. But too much choice can also be a bad thing. As humans we tend to dither back and forth when presented with TOO many options, because we’re fearful of choosing the wrong one. And choice can also be a lot of WORK. I spent the last two months trying to choose the right college savings plan for my daughter. With over 50+ plans on the table, the level of research and time required verged on the ridiculous. But good news is at hand. Because in 2011 I think we’re finally going to see the rise and dominance of frictionless personalization, which could lead to a truly groundbreaking shift in how we perceive choice. Continue reading →