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Therefore, the most important and accurate information should be displayed in a way that makes it as easy to analyze as possible. Titles must be concise and sum up the rest of the page. Where long texts are necessary, they should be restricted to specific areas product description, etc. Product names and titles must highlight differences between products.

When searching for a product, the results often show very similar products next to each other. When the difference is unclear for a color, a material, etc.


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  • Images and videos are much faster to process. If chosen well, they can get a message across significantly faster and leave more time for the visitor to navigate on the page. First of all, there is no need to be original and break with design conventions. You should do your best to abide by design standards as they have been used so often that they have become instinctive and require little thought from visitors.

    A shopping cart in the upper right-hand corner, navigation links on the left, a call to action to the right, and breadcrumb links are among the more traditional conventions. When a complete redesign breaks habits and user experience, it can perform worse than the previous design. The call-to-action must be visible and clear. To attract attention, its design has to differ from the rest of the website.

    Its wording must be explicit and correspond exactly to the intended action. Centerparcs, one of our customers in the travel industry increased its global conversion rate by A classic example is the navigation menu in the order funnel.

    The paradox of choice - Barry Schwartz

    Apart from the funnel, the product page is also an area of potential improvement. A short description above the fold is good enough, with the possibility of showing more detailed specifications further down. Some websites, such as Asos, have chosen to remove any secondary information. Here is a comparison of their product page in February and in September The amount of text has been drastically reduced.

    Making a difficult decision with other people is easier because it shares the risk of a potential mistake.

    Choice and Freedom

    One of the clear ideas behind this ad is that if someone as exacting as Brad Pitt made this choice, then you can safely make the same. Some products or brands already have a great reputation in their industries after previous worldwide success. They are the easiest to choose because millions have made the same choice in the past.

    Fortunately, there are other ways to highlight reputation. Product reputation and trust actually rely for a large part on the community. Building a strong community is sometimes even part of the advertising strategy Apple versus Microsoft. The fear of missing a bargain is often used to counterbalance the fear of making a wrong choice. The latter stops the visitor and makes him doubt whereas the former leads to a quick decision.

    The most common form of displaying on-site urgency is showing a countdown to the end of a special offer. The image below shows how PC World puts pressure on the visitor to become a customer.

    Devo's Freedom of Choice

    The effort of finding a product and the fear of making a wrong decision cause visitors to abandon their cart and hinder online sales. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention, and a need to allocate that attention efficiently among the overabundance of information sources that might consume it. A few years ago, I was teaching a workshop on the Heart Sutra.

    We had just finished that long list of negations and everyone was a bit off balance, having had the rug pulled out from under them four or five different ways. The next lines were, "Because for bodhisattvas there is no attainment, they rest, trusting the perfection of wisdom.


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    • He looked at me stunned, then turned around and gently banged his head against the wall as he said, "Now my head really hurts. Most people equate choice and freedom. It seems so reasonable. Freedom means you are free to choose, right? It means you are free from restrictions. If you can't choose, then you are not free. And it would seem to follow that the more choice you have, the more freedom you have. The more options you have, the more energy you have to invest in making decisions. Which shampoo? Which car? Which dress? Which restaurant? Which movie?

      Your energy and attention are consumed by these decisions and you have less left with which to live your life. I recently met a young entrepreneur who had reduced the number of items he owned to 15 including clothes, just one pair of jeans. His aim?

      Choice and Freedom

      To reduce choice in his daily routine so that he could focus his attention on his business. It reminded me that in the three-year retreat, I had only two sets of clothes. The aim was the same: to reduce choice so that I could focus attention on meditation practice. Many people deliberately eliminate choice and the need for decisions by adopting set schedules. They conserve energy for important rather than routine decisions as John Tierney describes this article in the NY Times.

      Research into consumer behavior shows that people are more likely to buy devices with more options, but they are less likely to use them because it takes too long to figure out how to do even the simplest task. Part of the key to Apple's success, for instance, is precisely in reducing choice, making their devices easy and intuitive to use. What does choice give you? One answer is that choice makes it possible for you to shape your world according to your preferences. All this does is to enable you to fashion a world that is an extension of your own patterns.

      With modern technology, you can weave a cocoon of your preferences and rarely run into anything that contradicts them. Google now keys its searches to fit your online behavior, further cocooning you in your own world. In other words, too much choice is a trap. You end up isolated from the richness and complexity of life.

      Paradox of Choice: Freedom Overload Equals the Analysis Paralysis

      Choice is a dubious blessing when it comes to spiritual practice, in fact, when it comes to any creative endeavor. Great art is often the result of restriction, in form, in materials, in themes, etc. The restrictions concentrate attention and spur creativity. It is the same in practice.

      How do you increase your capacity in attention? By eliminating all choice.