The mistake we often make is in building a choice set (which we mistakenly call a ‘portfolio’) by trying again and again for one guaranteed ideal choice. That’s not a portfolio. Instead, we should focus on going to the edges, not trying to group everything at some imaginary ‘center’.
Instead of deciding between two similar options, compare two quite different, distinct options.
Interesting to consider because I feel like I often will narrow down options until they’re nearly indistinguishable. Instead of comparing very similar yellow cardigans, pick between a snazzy black jacket and a cozy yellow sweater 🤔