This article is by Kevin Lindsay, Director of Product Marketing at Adobe. He spends his time messaging a wide variety of extremely complex products. If anyone has seen how choice can stymie consumers, it's him. Here's how he's learned to survive the paradox.
People crave relevance — we can all agree on that. But with the rise of personalization capabilities, there’s a new Catch-22 at work: Even though brands can curate and deliver relevant experiences, is that actually what your users want? Or do people really want unlimited access, choice, and opportunity when it comes to decision making?
