
Too many choices makes us exhausted. Photo credit: Flickr, Ohdarling
It sounds counter intuitive but the more options you give staff, the harder it is for them to make a decision.
Multiple choices actually make us more likely to freeze in action and retreat to the status quo.
According to Chip and Dan Heath in the book, Switch, numerous choices induces Decision Paralysis. Choices can be deadly for change – because the most familiar path is always the status quo.
In fact, lots of choices can be exhausting. Ever spent a day shopping and felt exhausted at the end? It wasn’t just from all that walking. All of those choices literally makes your head spin. When it comes to company change, what often looks like laziness is actually, just exhaustion. Change is hard for people as it wears them out.
Leaders may pride themselves on setting high-level direction believing that they can state the goals and actions. However, big picture hands off leadership isn’t likely to lead in a change situation.
Change can be paralyzing because of all the details. Staff need to be directed into what they need to do. Called “scripting the critical moves”, leaders need to think of what behaviour changes are required and document these. For best impact, the new changes need to become part of a routine.
In “Switch”, the example was given of General Motors concerning new safety behaviour:
- Everyone is required to wear hard side shields and safety glasses.
- No-one can expose any bare skin (no shorts or short-sleeve shirts).
While in the book, Made to Stick by Chip and Dan Heath, they said that to make ideas sticky, you need to work out the core. Too many messages, can be paralyzing for decision-making. In fact, psychologists have discovered that when there is too much complexity or uncertainty, people will make irrational decisions.
Having a core message reminds people of what’s important. For example at South West airlines, staff make all of their decisions based on the line “We are the low cost airline”. This helps employees make better decisions about what is right for customers and South West.
When trying to get your messages down into one core message, think of a proverb – it’s compact and core. One short sentence can pack tremendous wisdom.
Absolute power corrupts absolutely
To err is human (To forgive divine)
So the bottom line here is that when creating a training program, marketing a new product or even selling an idea – you need to distill your message into one core message. The shorter the better. Because the more messages you have, the more confused people will get and they’ll end up resisting what you say.


