The average American adult makes 35,000 decisions every day — from what we wear to what size coffee we order. Each decision puts some degree of strain on our mental capacity. As the day goes on, we get tired and stop wanting to make decisions. It’s called decision fatigue.

The biggest mistake we make in marketing is believing choice is a benefit. No, it’s a tax. Consumers don’t want more choices, they want more confidence in the choices presented.

Scott Galloway