People are different. It’s these differences that make us so interesting or we would be just bland as British cuisine. These differences dictate our beliefs, our tastes, our partners, our opinions and even our fights. The fights have been quite prominent enough that the masons of society tried to use universals to segregate us or rather restrict our differences. This led to basic segregation based on gender, religion, race, colour and so on. These segregates then developed rules and practices. Crude segregation like this was done to rein in the chaos that arose out of these differences. Simply put, rules keep us alive or we would just kill each other at the drop of a hat.
This worked well for some time because these rules have evolved with society and now as we believe it, constitutes the civilized society. The evolution was not without its hiccups, some really bad practices and rules led to unnecessary stifling of individualism, like casteism and subjugation of women. However, as society evolves, it corrects its mistakes and such practices would eventually come to an end. That’s the beauty of evolution.
Howard Moskowitz, a psychophysicist, on his quest to find the perfect Diet Pepsi (he was consulting for them to find the perfect blend for their new product ‘Diet Pepsi’) stumbled on the fact, that there can never be the perfect PEPSI only Perfect PEPSIS. He realized that people have different preferences so the perfect Pepsi is a delusion. The best way is to get people into clusters of preferences and develop products to satisfy that particular clusters. Even though, Pepsi just went with only one diet Pepsi, his later clients took his advice and bought out different choices for their products. This unwittingly started the revolution of choices.
Howard Moskowitz, a psychophysicist, on his quest to find the perfect Diet Pepsi (he was consulting for them to find the perfect blend for their new product ‘Diet Pepsi’) stumbled on the fact, that there can never be the perfect PEPSI only Perfect PEPSIS. He realized that people have different preferences so the perfect Pepsi is a delusion. The best way is to get people into clusters of preferences and develop products to satisfy that particular clusters. Even though, Pepsi just went with only one diet Pepsi, his later clients took his advice and bought out different choices for their products. This unwittingly started the revolution of choices.
Today, the ruling dogma of all western industrial societies is that “if we are interested in maximising the welfare of citizens, then the way to do that would be to maximise individual freedom. The way to maximise freedom is to maximise choice.” This was explained by Barry Schwartz the writer of “The Paradox of Choice”. This contradicts our accepted segregation.
This was ground breaking; the advent of choices and cheap customised servicing with the help of technology has changed the way we live. We are spoilt with choices today. Individualism rules over collectivism. It’s our very own differences that are being harnessed by marketers to sell products. Product lines are being horizontally expanded to service everybody’s needs. Life can’t get any better.
The downside for all this is something called as ‘opportunity cost’. We are so spoilt with choices that we can’t make up our minds on anything and is always bothered by the missed opportunity. For example, when we order something at a restaurant, we always wonder what it would have been to have the other dish, it’s the same with men choosing partners, and why else do you think men cheat? ‘It’s all because of choices’. So inadvertently, we end up with regret or anticipated regret, its opportunity costs, an escalation of expectations and self-blame which all spiral into being miserable.
Everything seems to be a good idea the night before.
