How do I know if I purchased the right kind of jam?

What if I fail?

What if there’s something better?

It turns out, having too many choices is paralyzing. With the internet and the long tail at work, we live in a sea of infinite choices.

We are free to choose.

It’s not something we are used to. And often, we end up picking the thing that we’re used to, the one according to spec. (My mom always bought this type of jam.)

Picking a jam that you don’t end up liking has little consequence. But if you are unwilling to take a chance on something that small, what makes you think you can make bigger decisions when the stakes are raised?