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Shafir's Law


Eldar Shafir and Redelheimer demonstrated that paralysis can be caused by more choices.

Excerpted from the AMA Journal 1995 . They showed that doctors will delay in prescribing any treatment when they are forced to choose among multiple good treatments.

Shafir's Law declares that a single guiding principle simplifies all decision making processes, eliminates uncertainty and allows for rapid implementation of valuable ideas.

Shafir's Law is the answer to the "Paralysis of Analysis" that we all encounter.

In their study they studies a group of students to see how they would decide.

Situation A - Student has choice between attending a once off special evening event and studying in the library instead - 21 percent decided to study - the "non-choice by default"

Situation B - Student has choice between a once off evening event, a movie and studying - 40 percent decided to study - the default.

We see that twice as many students chose to "do nothing" and just study in teh face of more good choices.

Giving people more good alternatives to the expected (or default) one, paradoxically makes them less likely to choose any of the new options. A paralysis of analysis occurs that hinders people from taking clear, unwavering action. Instead it generates doubt, uncertainty and a lack of productive action.

So a single guiding principle or concept - the one thing - makes every decision easier, without having to learn a list of right and wrong things, or to have to plan everything in detail. It simplifies all decision making processes, and allows for rapid implementation of business ideas.

Shafir's Law may have more universal application?

Pierre Basson

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