The Paradox of Choice has changed my professional career. Is one of the most enlightening books I ever had the pleasure to read. However, several critiques behind the book are that there isn't a lot of novelty behind the headline and that most of the outputs are based on common sense. I don't share this point of view. My background is not in psychology; thus, the level of information was really significant to me. And most importantly, I was able to make a further connection between cognition overload and Design. I was able to exploit Schwartz's findings and connect them with Anticipatory Design.