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    "After almost 34 years in our Shaker Heights home and untold contractors, painting companies, and individual freelancers, we have finally found the Reilly expertise, innovation and follow through that make your mother-in-law's testimonials sound modest. Your team was outstanding. The next time I need an out-of-the-ordinary project, I will be sure to call both you for repeated work and your mother-in-law for new recommendations."

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  • Want Cheerios? Good Luck Choosing

    [caption id="attachment_3637" align="alignleft" width="335" caption="Decisions Decisions"]aisle[/caption]


    When I would watch older movies, there would always be a scene when a women would walk into the grocery story and have to choose between two cereals...because those were the only cereals to choose from. We live in a world now where we have an entire aisle dedicated to cereals. Jonah Lehrer of The Wall Street Journal discusses more in his article Attention, Shoppers: Go With Your Gut:

    Capitalism makes everything complicated. Once upon a time, buying blue jeans meant buying Levi's. There was only a single type of Cheerios, two kinds of toothpaste and a few brands of beer, all of which tasted the same.

    But now we live in an age of surreal abundance, with a typical supermarket stocking more than 50 varieties of bottled water and 300 breakfast cereals. (There are now 11 flavors of Cheerios.) Because of our relentless faith in choice—we believe that we can always find the perfect product for ourselves—the size of supermarkets has increased by more than 20% since 1994.

    But there's been an unintended side effect: Instead of simply buying a product, we now have to assess a multitude of alternatives, brands and price points. Do I want slim fit or slim bootcut? Should I get the organic eggs or the cage-free eggs or the eggs fortified with Omega-3 fatty acids? Even the purchase of floss can set our teeth on edge.

    Unfortunately, our decision-making approach hasn't adjusted to the modern marketplace. Most people still assume that the best way to select a product is to carefully consider each option, selecting the one that best fits our preferences.

    The problem with this approach is that human reason is severely limited. When deliberating in the supermarket aisle, we can only consciously contemplate about four bits of information at any given moment. So rationality is quickly overwhelmed, short-circuited by the bounty on display.

    Read more at The Wall Street Journal

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