““In the 1950s the pioneering scholar Herbert Simon paved the way for people like Schwartz by showing that most of the time people are not all that interested in getting the best possible option. Generally, Simon argued, people and organizations lack the time, knowledge, and inclination to seek out “the best” and are surprisingly content with a suboptimal outcome. Maximizing is just too difficult, so we wind up being “satisficers” (a term that combines “satisfy” and “suffice”). We may fantasize about having the best of something, but usually we are happy to have something that’s “good enough.””
