Reviewed 01/2008

Have you ever stood in the grocery store, staring at over 12 different types of cereal, and walked away without purchasing any? Have you ever attended an art fair, finding 4 articles you truly loved, and found yourself leaving without anything clutched under your arm? Have you ever spent months searching for the perfect new high definition television, scanning every model, confused, and hesitant to make the final decision on which to buy?

If so, you have experienced what Barry Schwartz calls the paradox of choice. In his extremely readable book, “The Paradox of Choice,” Dr. Schwartz provides an entertaining and enlightening overview of what innately seems a paradox, that an abundance of choices, all of which we would enjoy, actually leads to us being less happy, less satisfied, than if there was only one choice available.

While initially perhaps counterintuitive, Dr. Schwartz presents compelling information discussing why the wealth of choices offered to us personally, professionally, and organizationally leads at times to a paralysis of decision making, leaving us dissatisfied, unhappy, and at times extremely frustrated.

Learn whether you’re a “maximizer” or a “satisfier”, and the impact that has on your life in many sectors. Dr. Schwartz presents many concepts based on behavioral social science that cause the reader to pause, and reflect on many of the assumptions we may hold dear. For example, his thoughts and information on the relationship of choices and the increasing rate of depression are thought provoking, and bring a different perspective to your thinking.

While not focused on health care, this book will perhaps cause you to reassess many of our assumptions, and provide an interesting different lens on our views on autonomy, freedom of choice, patient engagement/activation, and compliance. Written in a manner that engages the reader, the book is an easy read, and definitely not boring. I highly recommend this book to anyone to works in an area where we’re challenged to understand why the choices we provide are not followed as we would like them to be. Now if I could only decide what book I should review next – decisions, decisions, decisions.