We can’t handle choice and unfamiliarity.
Try this: name 4 social networking sites. Or 4 hip hop artists. Or 4 brands of sports cars. Or 4 makers of phones. Or 4 international non-profits.
The first 2-3 are easy. The 4th is a struggle. Our minds drop off the cliff when it comes to its natural retention of more than 3 data points in any given category. We stick to our 3 favorites of just about everything: beer, jam, star employees, gadgets, musicians and authors. Our entire thought processes and decisions are made largely through our confined window of familiarity into the world.
Our politicians are manufactured on this phenomena. Arnold Schwarzenegger rose from action hero to governor of the largest state in America. Imran Khan, Pakistan’s revered cricketeer who brought home the world cup in 1992, is a serious contender as the next Prime Minister of his country.
Our celebrities are manufactured on this phenomena. Many of the most popular musicians don’t even produce their own music. They are the brand and face of a well-oiled industrial machine pumping out what people are familiar with.
Our businesses are manufactured on this phenomena. Jack Welch, the former CEO of General Electric, believed that any of his divisions which aren't the best or second best in its industry should be divested his company's portfolio. That mindset was key to GE’s revival from a laggard to one of the world’s most revered companies.
Choice is so much easier when we put a ceiling on the number of possibilities in our minds. Where we make our choices, our wallets will follow. As the worlds population base continues growing exponentially, wealth and access will inevitably shine itself ever more brightly upon the lucky 3.
After all, inequality is built into our psyche.
Try this: name 4 social networking sites. Or 4 hip hop artists. Or 4 brands of sports cars. Or 4 makers of phones. Or 4 international non-profits.
The first 2-3 are easy. The 4th is a struggle. Our minds drop off the cliff when it comes to its natural retention of more than 3 data points in any given category. We stick to our 3 favorites of just about everything: beer, jam, star employees, gadgets, musicians and authors. Our entire thought processes and decisions are made largely through our confined window of familiarity into the world.
Our politicians are manufactured on this phenomena. Arnold Schwarzenegger rose from action hero to governor of the largest state in America. Imran Khan, Pakistan’s revered cricketeer who brought home the world cup in 1992, is a serious contender as the next Prime Minister of his country.
Our celebrities are manufactured on this phenomena. Many of the most popular musicians don’t even produce their own music. They are the brand and face of a well-oiled industrial machine pumping out what people are familiar with.
Our businesses are manufactured on this phenomena. Jack Welch, the former CEO of General Electric, believed that any of his divisions which aren't the best or second best in its industry should be divested his company's portfolio. That mindset was key to GE’s revival from a laggard to one of the world’s most revered companies.
Choice is so much easier when we put a ceiling on the number of possibilities in our minds. Where we make our choices, our wallets will follow. As the worlds population base continues growing exponentially, wealth and access will inevitably shine itself ever more brightly upon the lucky 3.
After all, inequality is built into our psyche.
Does choosing a corn cob stress you out?
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