This is a monumental amount of information to be consuming, which often requires an equally monumental time commitment.įed-up with wasting time searching through thousands of hotel options, and constantly second guessing himself when trying to decide where to stay, Porter’s founder Gary decided there had to be a better way!Īt Porter we’ve built the tools and systems that allow us to do the hard work for you. Outside of this, you’re probably making endless google searches, reading blogs, watching videos, and trawling through reviews. A quick search for somewhere to stay for a weekend in London and you’re suddenly overwhelmed with thousands upon thousands of results – and this is on just one site. If you’ve found yourself using one of the big online travel agents, you’ll see that they’re obsessed with delivering a huge number of options. In the modern world, it’s becoming increasingly easy to connect users to thousands of potential options, making decision making increasingly difficult.Ī survey in 2019 by marketing firm Fresh Relevance revealed that 43% of British holidaymakers actually spend longer researching and booking a holiday than the duration of their trip. There’s so many options you’re completely overwhelmed and end up leaving the café empty handed. Then what beans do you want? Brazilian, Colombian, Indonesian, Vietnamese. There’s all sorts of coffee drinks with differing quantities of milk and coffee, from lattes, flat whites, cortados, espressos, macchiatos, americanos, cappuccinos and more! Then there’s a conversation about what type of milk – do you want regular cow milk (skimmed, semi-skimmed, whole), or do you want soy, oat, coconut, rice etc. Unfortunately the decision isn’t as simple as do you want milk or not. When you arrive you see a huge array of options. Imagine you need a coffee so you head down to the local café. The paradox of choice is a concept made popular by American psychologist Barry Schwartz when he published his book, The Paradox of Choice: Why More is Less, in 2004. – Barry Schwartz in his book The Paradox of Choice And learning to choose well in a world of unlimited possibilities is harder still, perhaps too hard.”

The paradox of choice book review