There is an old saying: ’Variety is the spice of life’. This logic teaches us that ‘more is better’. But as far as the choice-rich and time-poor consumer of the 21st century is concerned, less is now becoming more.

By Peter Firth

We have never been subject to such a dizzying array of choices. Across every facet of our fast-paced and hyper-connected lives, we are confronted with more options than before. In the 21st century, there is a greater list of big decisions to get through – which career is right for you, which school do you send the children to, or which country do you choose to live in.

There is also a proliferation of


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