Tim Brown

“the paradox of choice.” Most people don’t want more options; they just want what they want. When overwhelmed by choice, we tend to fall into behavioral patterns used by those whom Schwartz calls “optimizers”—people paralyzed by the fear that if they only waited a little while longer or searched a little harder, they could find what they think they want at the best possible price.”


Tim Brown, Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation
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Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation by Tim Brown
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