Convenience is cognitive relief, and the demand for it is at an all-time high.

Picture this, it’s 8am. You just realized you’re out of coffee pods. With a long work day ahead, coffee is non-negotiable.

Do I place a DoorDash order or go to the grocery store? I’ll check DoorDash and the grocery store online to compare prices. Fine, I’ll go to the grocery store. Should I bike or walk there? Okay I’m at the store… Intenso… Ristretto… Cremoso… Lungo… Hmmmmmm….

Which one is best for me? I snap a picture. Google AI says one thing, ChatGPT another.

Let’s ask Claude too… to make sure I GET THE BEST ONE!!

Noodling… Cooking… Ruminating…

Here’s the quick rundown:

Ristretto….

Different answers across the board lead to more pondering… WAIT! Do I even like dark or light roast? Fruity or smoky? JUST TELL ME THE BEST ONE!!!

By the time I get home, less than 30 minutes after waking up, I have made over a dozen decisions.

By the time I have my coffee, I am so exhausted.

These days everyone is looking to avoid the dread of decision fatigue and analysis paralysis.

Yet we find ourselves in that same loop daily.

I mean we’re only human and it’s only fair to want the best for ourselves! Right? What now? How can that be so bad?

Maybe the best thing we can do is eliminate unnecessary decisions,

without taking away meaningful choice.

Let someone else take on that toll.

Expend our energy on what truly matters.

The brands winning today have taken notice.

Take Graza, for example.

Instead of asking consumers to navigate an entire category of olive oils, Graza gives each product a clear purpose:

Cook? Sizzle. Finishing a dish? Drizzle. Need high heat? Frizzle.

Can’t remember to reorder? Subscribe.

Graza isn’t just selling olive oil. It’s selling a simpler system for using it.

I’m curious: What’s a decision you’ve eliminated recently?