Paradox of choice. A term coined by the American Psychologist, Barry Schwartz in ’04. Essentially describes why “more is less”. How with the endless amount of options today when choosing which product to buy, which book to read or which tool to use we’re overwhelmed with options so we experience something called “decision paralysis”.  As a result we can resort back to choosing nothing as it’s sometimes the easier choice. Paradox of choice exemplified   … Continue reading 2 Obscure Sales Tools You Need To Know About