As the queen of the one-pager, it’s no wonder I am totally in love with this book—every two-page spread covers a strategic model to help frame your problem and your thinking. I know, right? How cool is that?! Not all the models are equally useful, but each serves an important job: they inspire you to act—to rally the team, gather around a whiteboard, and get going on ideating and problem-solving.
The name is a bit of a misnomer, the book is less about the art of choice and more about the psychology of choice brought to life through her many experiments—particularly related to consumer choice. Iyengar is the researcher behind the famous jam study, in which shoppers could sample either 6 or 24 different varieties of jam at a grocery store, which led to six times more purchases when fewer