The Paradox of Choice

Why Picking a Biscuit Shouldn’t Feel Like a Life Decision

31.03.25

The Paradox of Choice: Why Picking a Biscuit Shouldn’t Feel Like a Life Decision

Have you ever found yourself in the biscuit aisle, incapable of choosing between a chocolate digestive and a chocolate hobnob? You are not alone!

Welcome to the paradox of choice—where having too many options can make decision making feel like an episode of Only Connect.

Full disclosure: This bit of writing was inspired by yours truly being asked a simple question!!!

Why More Choice Isn’t Always Better

We are very spoiled these days – medieval peasant Gary didn’t have to choose between Jambalaya or Lentil Dhal – he was having gruel tonight, same as the last 10,000 days. It’s seductive to think that more choices = more freedom, however in practice, I’m starting to think I’m not sure we're cut out for it - it just makes my brain short-circuit, and I don’t think I’m the only one.

Psychologist Barry Schwartz famously explained that the more options we have, the less satisfied we will feel with our decision, which can even make us believe we are poor at making decisions.

Too much choice can lead to:

Decision fatigue – by 5pm, choosing a snack feels as taxing as negotiating with Donald and Vlad.

Fear of missing out (FOMO) – what if the caramel digestive was actually better than the chocolate? What if there was a secret third, superior option I never even considered?! (Plot twist, there is, it’s Jaffa Cakes. Is it a biscuit? Of course it is, don’t be a fool.)

Regret overload – because no matter what we pick, we convince ourselves we could have done better. (Looking at you, Rich Tea.)

How to Make Life Easier (and Avoid Snack-Related Panic)

Limit Your Choices – Set personal ‘defaults’ where possible. Albert Einstein supposedly wore the same thing every day. I eat the same breakfast virtually every day of the year. You can probably survive with a go-to biscuit choice. Reducing the number of decisions you make daily frees up mental energy for more important things, the ones you actually need all this mental energy for, like remembering where you left your keys, and coping with another no show.

Embrace ‘Good Enough’ – Not every decision requires a 15-minute SWOT analysis. Accepting that most choices aren’t make-or-break allows me to not care when I don’t need to. If you’re constantly chasing the ‘best’ option, you might miss out on the joy of simply enjoying what you have. The biscuit in your hand is always better than the perfect one you never chose.

Flip a Coin – I really like this one, a client described it to me once and it stuck with me - If you’re really struggling, tossing a coin and watching out for which option you hope it lands on as the coin is in the air is like a cheat code to cutting out the crap and knowing your gut feeling on something – maybe don’t do this on stuff like “should I jilt him at the alter” though.

Set a Time Limit for Decisions – If you find yourself regularly overthinking minor choices, set a timer. Give yourself 30 seconds to decide, then move on. This works wonders for everything from picking biscuits to choosing what to watch on Netflix (remember when there were only 4 channels and no internet *sigh* p.s. yeah I AM that old.)

Recognise That Regret Is Overrated – No choice is perfect, and that’s okay. Some of the best things I’ve ever done have been built off the back of bad choices. More often than not, we adapt to whatever decision we make. So, whether it’s a biscuit, a new job, or a holiday destination, committing to a choice, rather than endless hand wringing, is what actually counts.

A Thought

In a world of unlimited streaming options, infinite app swipes, and biscuit aisles with 400 potential choices, streamlining and simplicity is underrated. Maybe the key to happiness isn’t making the perfect choice—it’s just making a choice and getting on with your day. Now, go grab that biscuit and live your life.

P.S. - Making the Right Choice When It Really Matters

Of course, some decisions are a little more important than picking a biscuit—like choosing the right therapist. The good news? You don’t have to overthink this one. If you're looking for support, guidance, and a down-to-earth approach to therapy, hopefully the right answer is simple: Gary Parsons Counselling, Bridgwater!

Head over to my CONTACT FORM and take the decisive first step today.