--- title: "Meaning & Key Takeaway of: When we make a decision in the face of…" description: "\"“When we make a decision in the face of many options, or just while perceiving that there are lots of other options that we don’t even know about, we a..." image: "https://sms4smile.com/quotes/i/e23/bill-burnett-15078_choice_when-we-make-a-decision-in-the-face-of-m_2027882.jpg" --- # When we make a decision in the face of many options, or… ![“When we make a decision in the face of many options, or just while perceiving that there are lots of other options that we don’t even know about, we are less happy with our choice. The problem here is not just the options we had and didn’t pursue (the options we “keep open”)—it’s that mountain of…” quote by Bill Burnett](https://sms4smile.com/quotes/i/e23/bill-burnett-15078_choice_when-we-make-a-decision-in-the-face-of-m_2027882.jpg) [Download](https://sms4smile.com/quotes/i/e23/bill-burnett-15078_choice_when-we-make-a-decision-in-the-face-of-m_2027882.jpg) [Open image](https://sms4smile.com/quotes/i/e23/bill-burnett-15078_choice_when-we-make-a-decision-in-the-face-of-m_2027882.jpg) > ““When we make a decision in the face of many options, or just while perceiving that there are lots of other options that we don’t even know about, we are less happy with our choice. The problem here is not just the options we had and didn’t pursue (the options we “keep open”)—it’s that mountain of options we never even had time to check out. The perception that there are gazillions of possibilities that may have been great but that we never got to is a powerful force against being at peace with our choice making; even if we don’t know what it was, there must have been a better option out there, and we missed it. In the Internet-powered, globalized world, there are always a gazillion options, so we are now more capable of being unhappy with our choices than any generation in history has been.”” [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Having many perceived options creates anxiety and regret, making it hard to feel satisfied with any choice. **In simple terms:** Too many options cause dissatisfaction. Key Takeaway Limit choices to reduce overwhelm. Themes decision‑making choice overload contentment modern life Mood thoughtful analytical Type advice philosophical When to use this quote - career planning - product selection - relationship decisions - daily scheduling - goal setting Key Concepts opportunity cost paradox of choice digital overload Questions to Reflect On - What criteria can you use to filter options effectively? - How might embracing uncertainty improve your satisfaction? A Different Perspective More options can also increase flexibility and innovation, which may outweigh regret. ★ ★ ★ ★ ★ No ratings yet [Choice](https://sms4smile.com/quotes/about/choice/) [Choice Making](https://sms4smile.com/quotes/about/choice-making/) [Choice Problem](https://sms4smile.com/quotes/about/choice-problem-3707809/) [Choices](https://sms4smile.com/quotes/about/choices/) [Decision making](https://sms4smile.com/quotes/about/decision-making/) [Make Decision](https://sms4smile.com/quotes/about/make-decision/) [Time](https://sms4smile.com/quotes/about/time/) [Unhappy Choices](https://sms4smile.com/quotes/about/unhappy-choices-3707808/) ## Related quotes > [If you simply cannot make the right decision, make a decision and then make it right.](https://sms4smile.com/quotes/randall-dale-adams/if-you-simply-cannot-make-the-right-decision-make-a-decision-and-then/) [Randall Dale Adams](https://sms4smile.com/quotes/author/randall-dale-adams/) > [“When you finally get down to making a choice from your narrowed-down list of alternatives, and you’ve cognitively evaluated the issues, and emotionally and…](https://sms4smile.com/quotes/bill-burnett/when-you-finally-get-down-to-making-a-choice-from-your-narrowed-down/) [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) > [“Feeling free is a choice that is ours for the making, ours for the taking at any time, at any age. ”](https://sms4smile.com/quotes/beth-kempton/feeling-free-is-a-choice-that-is-ours-for-the-making-ours-for-the/) [Beth Kempton](https://sms4smile.com/quotes/author/beth-kempton/) > [It was a choice of making it or still eating chicken onstage.](https://sms4smile.com/quotes/john-lennon/it-was-a-choice-of-making-it-or-still-eating-chicken-onstage/) [John Lennon](https://sms4smile.com/quotes/author/john-lennon/) > [“It's not about making the right choice. It's about making a choice and making it right.”](https://sms4smile.com/quotes/j-r-rim/it-s-not-about-making-the-right-choice-it-s-about-making-a-choice-and/) [J.R. Rim](https://sms4smile.com/quotes/author/j-r-rim/) > [Making a decision is different from making a choice. In making a decision, you consider the pros and cons. After analyzing everything, you would…](https://sms4smile.com/quotes/anonymous/making-a-decision-is-different-from-making-a-choice-in-making-a/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [The only thing that matters is the choice you are making now--this very instant.](https://sms4smile.com/quotes/deepak-chopra/the-only-thing-that-matters-is-the-choice-you-are-making-now-this/) [Deepak Chopra](https://sms4smile.com/quotes/author/deepak-chopra/) > [“What Schwartz suggests, however, is that cultural, economic, and technological changes since the time that Simon wrote have changed the choice-making context. Because of…](https://sms4smile.com/quotes/aziz-ansari/what-schwartz-suggests-however-is-that-cultural-economic-and/) [Aziz Ansari](https://sms4smile.com/quotes/author/aziz-ansari/) > [“Our consciousness on the physical plane is relatively crude. We view choice making in terms of language, but like time, language is a construct…](https://sms4smile.com/quotes/shepherd-hoodwin/our-consciousness-on-the-physical-plane-is-relatively-crude-we-view/) [Shepherd Hoodwin](https://sms4smile.com/quotes/author/shepherd-hoodwin/) > [You can lie to yourself and fool yourself and rationalize that the choice you're making is what is right and what is true and…](https://sms4smile.com/quotes/frederick-lenz/you-can-lie-to-yourself-and-fool-yourself-and-rationalize-that-the/) [Frederick Lenz](https://sms4smile.com/quotes/author/frederick-lenz/) > [There are two sides to a coin, to most, one good and the other bad. It all depends on the choice they are making.](https://sms4smile.com/quotes/michaleen-oneill/there-are-two-sides-to-a-coin-to-most-one-good-and-the-other-bad-it/) [Michaleen Oneill](https://sms4smile.com/quotes/author/michaleen-oneill/) > [If it was a choice between making movies and doing nothing, he'd probably still wish me to make movies, So he made me keep…](https://sms4smile.com/quotes/ang-lee/if-it-was-a-choice-between-making-movies-and-doing-nothing-he-d/) [Ang Lee](https://sms4smile.com/quotes/author/ang-lee/) > [Knowing the right choice and making the right choice are completely different.](https://sms4smile.com/quotes/anonymous/knowing-the-right-choice-and-making-the-right-choice-are-completely/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [Living life is a choice, making a differences in someone else's isn't.](https://sms4smile.com/quotes/kid-cudi/living-life-is-a-choice-making-a-differences-in-someone-else-s-isn-t/) [Kid Cudi](https://sms4smile.com/quotes/author/kid-cudi/) > [I never know if it's the right choice I'm making. It's always weird going from one place to another.](https://sms4smile.com/quotes/selena-gomez/i-never-know-if-it-s-the-right-choice-i-m-making-it-s-always-weird/) [Selena Gomez](https://sms4smile.com/quotes/author/selena-gomez/) ## More by Bill Burnett > [“answer. Donald’s dysfunctional belief was related to Janine’s, but he’d held on to it for much longer—a life of responsible and successful work should…](https://sms4smile.com/quotes/bill-burnett/answer-donald-s-dysfunctional-belief-was-related-to-janine-s-but-he-d/) [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) > [“When you finally get down to making a choice from your narrowed-down list of alternatives, and you’ve cognitively evaluated the issues, and emotionally and…](https://sms4smile.com/quotes/bill-burnett/when-you-finally-get-down-to-making-a-choice-from-your-narrowed-down/) [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) > [“Dysfunctional Belief: To be happy, I have to make the right choice. Reframe: There is no right choice—only good choosing.”](https://sms4smile.com/quotes/bill-burnett/dysfunctional-belief-to-be-happy-i-have-to-make-the-right-choice/) [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) > [“We mostly use cognitive knowing—all that good, objective, organized, informational kind of knowing—the sort of knowing that gets you A’s in school. But we…](https://sms4smile.com/quotes/bill-burnett/we-mostly-use-cognitive-knowing-all-that-good-objective-organized/) [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) > [“Design doesn’t just work for creating cool stuff like computers and Ferraris; it works in creating a cool life. You can use design thinking…](https://sms4smile.com/quotes/bill-burnett/design-doesn-t-just-work-for-creating-cool-stuff-like-computers-and/) [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) > [“Decision making is stressful, so the best time to prepare for good choosing is when there’s no choice at stake. That’s when you can…](https://sms4smile.com/quotes/bill-burnett/decision-making-is-stressful-so-the-best-time-to-prepare-for-good/) [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) > [“A well-designed life is a life that is generative—it is constantly creative, productive, changing, evolving, and there is always the possibility of surprise. You…](https://sms4smile.com/quotes/bill-burnett/a-well-designed-life-is-a-life-that-is-generative-it-is-constantly/) [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) > [“Dysfunctional Belief: Happiness is having it all. Reframe: Happiness is letting go of what you don’t need.”](https://sms4smile.com/quotes/bill-burnett/dysfunctional-belief-happiness-is-having-it-all-reframe-happiness-is/) [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) > [“Dysfunctional Belief: I am looking for a job. Reframe: I am pursuing a number of offers.”](https://sms4smile.com/quotes/bill-burnett/dysfunctional-belief-i-am-looking-for-a-job-reframe-i-am-pursuing-a/) [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) > [“It's worth emphasizing that failures and hardships are a part of every life, even the well-designed ones.”](https://sms4smile.com/quotes/bill-burnett/it-s-worth-emphasizing-that-failures-and-hardships-are-a-part-of/) [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) > [“In fact, in the United States, only 27 percent of college grads end up in a career related to their majors.”](https://sms4smile.com/quotes/bill-burnett/in-fact-in-the-united-states-only-27-percent-of-college-grads-end-up/) [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) > [“Most people fail not for lack of talent but for lack of imagination. You can get a lot of this information by sitting down…](https://sms4smile.com/quotes/bill-burnett/most-people-fail-not-for-lack-of-talent-but-for-lack-of-imagination/) [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) > [“the research shows that, for most people, passion comes after they try something, discover they like it, and develop mastery—not before. To”](https://sms4smile.com/quotes/bill-burnett/the-research-shows-that-for-most-people-passion-comes-after-they-try/) [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) > [“Quantity has a quality all its own. In life design, more is better, because more ideas equal access to better ideas, and better ideas…](https://sms4smile.com/quotes/bill-burnett/quantity-has-a-quality-all-its-own-in-life-design-more-is-better/) [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) > [“When an activity is done to win, to advance, to achieve—even if it’s “fun” to do so—it’s not play. It may be a wonderful…](https://sms4smile.com/quotes/bill-burnett/when-an-activity-is-done-to-win-to-advance-to-achieve-even-if-it-s/) [Bill Burnett](https://sms4smile.com/quotes/author/bill-burnett/) [Explore all 44 Bill Burnett quotes ](https://sms4smile.com/quotes/author/bill-burnett/) ## More Choice quotes > [Making the right decision is hard,telling someone your decision is even harder.](https://sms4smile.com/quotes/abhishek-tiwari/making-the-right-decision-is-hard-telling-someone-your-decision-is/) [Abhishek Tiwari](https://sms4smile.com/quotes/author/abhishek-tiwari/) > [“That’s all! Now either leave us alone or join us as a father rather than a receiver of sacrifices. You have the choice of…](https://sms4smile.com/quotes/dan-simmons/that-s-all-now-either-leave-us-alone-or-join-us-as-a-father-rather/) [Dan Simmons](https://sms4smile.com/quotes/author/dan-simmons/) > [“In a world of fixed future, there can be no right or wrong. Right and wrong demand freedom of choice, but if each action…](https://sms4smile.com/quotes/alan-lightman/in-a-world-of-fixed-future-there-can-be-no-right-or-wrong-right-and/) [Alan Lightman](https://sms4smile.com/quotes/author/alan-lightman/) > [“Exactly. So, what can't you take? Decide which of the two options is harder, and do the other. That way, no matter how hard…](https://sms4smile.com/quotes/josephine-angelini/exactly-so-what-can-t-you-take-decide-which-of-the-two-options-is/) [Josephine Angelini](https://sms4smile.com/quotes/author/josephine-angelini/) > [“too—I realized that my only hope was to give up the life that had been, in order to make room for the life that…](https://sms4smile.com/quotes/elizabeth-lesser/too-i-realized-that-my-only-hope-was-to-give-up-the-life-that-had/) [Elizabeth Lesser](https://sms4smile.com/quotes/author/elizabeth-lesser/) > [When you have a choice, choose happy!](https://sms4smile.com/quotes/pancho-barnes/when-you-have-a-choice-choose-happy/) [Pancho Barnes](https://sms4smile.com/quotes/author/pancho-barnes/) > [You dont choose your life; it chooses you. Theres no point asking why life has reserved certain joys or griefs, you just accept them…](https://sms4smile.com/quotes/paulo-coelho/you-dont-choose-your-life-it-chooses-you-theres-no-point-asking-why/) [Paulo Coelho](https://sms4smile.com/quotes/author/paulo-coelho/) > [There has always been a feeling with people that they love my singing but not always the choice of material.](https://sms4smile.com/quotes/alison-moyet/there-has-always-been-a-feeling-with-people-that-they-love-my-singing/) [Alison Moyet](https://sms4smile.com/quotes/author/alison-moyet/) > [I have too many options when it comes to guitars.](https://sms4smile.com/quotes/rick-nielsen/i-have-too-many-options-when-it-comes-to-guitars/) [Rick Nielsen](https://sms4smile.com/quotes/author/rick-nielsen/) > [“Amazing how a small choice can change your life forever.”](https://sms4smile.com/quotes/randy-c-dockens/amazing-how-a-small-choice-can-change-your-life-forever/) [Randy C. Dockens](https://sms4smile.com/quotes/author/randy-c-dockens/) > [Change is inevitable but personal growth is a choice.](https://sms4smile.com/quotes/bob-proctor/change-is-inevitable-but-personal-growth-is-a-choice/) [Bob Proctor](https://sms4smile.com/quotes/author/bob-proctor/) > [If you choose to draw from the inner well of free will, then you can make choices that are outside your current karmic patterns.](https://sms4smile.com/quotes/frederick-lenz/if-you-choose-to-draw-from-the-inner-well-of-free-will-then-you-can/) [Frederick Lenz](https://sms4smile.com/quotes/author/frederick-lenz/) > [Since I don't outline my books very much, I feel like sometimes I don't have a choice in what the characters do; they just…](https://sms4smile.com/quotes/anna-todd/since-i-don-t-outline-my-books-very-much-i-feel-like-sometimes-i-don/) [Anna Todd](https://sms4smile.com/quotes/author/anna-todd/) > [Act always so as to increase the number of choices](https://sms4smile.com/quotes/heinz-von-foerster/act-always-so-as-to-increase-the-number-of-choices/) [Heinz von Foerster](https://sms4smile.com/quotes/author/heinz-von-foerster/) > [Words can only have an effect on you if you choose to listen to them.](https://sms4smile.com/quotes/bernajoy-vaal/words-can-only-have-an-effect-on-you-if-you-choose-to-listen-to-them/) [Bernajoy Vaal](https://sms4smile.com/quotes/author/bernajoy-vaal/) [Browse all 8,092 Choice quotes ](https://sms4smile.com/quotes/about/choice/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "“When we make a decision in the face of many options, or just while perceiving that there are lots of other options that we don’t even know about, we are less happy with our choice. 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