There’s No Such Thing as the Best

“We have this sense that there is an objective best, and in virtually no area of life is that true. It’s not even that, ‘Well, there’s the best for me, and then there’s the best for you.’ It isn’t even clear that there is a best for me. There’s a whole set of things that are probably more or less equivalent.”

You know all that time you spend searching for the best decision, product, or option? It’s probably a waste.

Because psychologist Barry Schwartz suggests there’s no such thing as the best and points out our quest for the best is really rooted in a desire to differentiate ourselves and avoid regret.

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