‘The Paradox of Choice’ is a term made famous by American psychologist Barry Schwartz in his book from 2004, with the same name.

In the book Barry makes an observation that Less is More, and that having many options to choose from, rather than making people happy and ensuring they get what they want, can cause them stress and problematize decision-making. As a consequence, decision-making processes can become stalled –  Analysis Paralysis.

We all Want Many options available, but just really Need One solution that is right for us. As an example, we all want to have the option of having different cuisines(italian, chinese etc) but within each cuisine, need only one restaurant that is right for us. OR we want the option of many pubs around where we live, but really Need, the one where all our friends hang out.

Mingl is designed to solve this problem for communities like apartment, condos, churches, schools etc.

Mingl gives communities the option of Many in each service category, while also partnering them with the One preferred merchant who can give back saving and personalized services to its members. With Mingl, a community can also support each other by spending with business owned by its members.

At the time of designing Mingl, as a solution for the problem we faced, we did not know the technical term for what what we were trying to solve. Now, thanks to Barry, we can articulate the problem Mingl solves in just 3 words – Paradox of Choice