Choices, choices

Getting new glasses is an exercise in agony. Frames are bad enough. Full-frame, half-frame, rimless. This body, that body. This colour, that colour. This fashion, that fashion.

And then the lenses. Everytime I need a new one made, the number of choices have gone up. And the comparison chart looks worse that Zendesk’s pricing page with the entire feature list. And the sales person is trying to convince you of something you know he has no idea about. He is trying to spout what he mugged up from the latest brochure and is doing a bad job of it. Can’t differentiate one feature from the other, or one brand from the other. Got confused about whether one kind of glasses provide 25 times more protection than the other, or 25%.

And that’s the case with everything you have to buy. Washing machine? Choose between 25-minute quick wash, or 30-minute quick wash. One has a way to wash woolen, one has a way to wash silk. Microwave? Between 104 Indian-cook menu at 28-litre and 98 Indian-cook menu at 25-litre. Mattress? Foam, coir, cotton, some-unpronunciable-material? 1-inch, 2-inch, 2.96-inch, 5.349595 inch? Density? Mixture? Disposability? Resale value? Want to buy a pair of shoes? The good, old shoes, we have been wearing for centuries. What do you want it for? For exercise? Do you want to run? To jog? To train for a marathon? To walk? There is a shoe for every need. And one to bang your head with.

There is no dearth of advice too. Apparently 1.414 and 1.678 inch make a difference.

Wish I could go back to “branded” vs. “local” world of choices.

An economy of abundance someone said, is it? And yet – the fact is that most people don’t have anything in abundance. Large part of population still needs a shoe. Any bloody kind of shoe to save them from heated concrete or cold marble as they toil through the day.

Need a new philosophy for our Economics?

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About Jaya

Jaya Jha is an entrepreneur, a techie, a writer and a poet. She was born and brought up in various towns of Bihar and Jharkhand. A graduate of IIT Kanpur and IIM Lucknow, she realized early on that the corporate world was not her cup of tea. In 2008, she started, one of the first print-on-demand publishing platform in India. She currently lives in Bangalore and divides her time between writing and working on her company's latest product InstaScribe ( with a vision to make it the best e-book creation tool. Blog: Twitter: @jayajha Facebook:

One thought on “Choices, choices

  1. “Paradox of Choice”

    1. pay $130 for flight ticket to Vegas
    2. pay $130 for flight ticket to Vegas OR pay $100 to go to LA

    100 random people from NY were given option1 and 40 took the deal.
    100 random people from NY were given option2 and only 25 took the deal.

    when there is a choice; there is some amount of anxiety and the “perceived” value of your decision goes for a toss. It reduces even more if the nr of choices increase.

    PS: i don’t remember the actual numbers — but thats the summary of it.

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