Our Thinking

The Optimization Sinkhole

𝗧𝗵𝗶𝗻𝗸𝙁𝘼𝙎𝙏. Writer and journalist Anne Helen Petersen’s essay on “The Optimization Sinkhole” begins with her search for the perfect coffee maker and expands into her observations on “optimization culture,” or the pursuit of one best way in every aspect of life. She posits that the pursuit of one best way can lead to chronic dissatisfaction, negatively impacting quality of life.

We at ThinkGen believe in using the right tool for the job – our methodologies address the business issues at hand vs. defaulting into cookie-cutter designs. But, we also agree that there isn’t necessarily “one best way” – Noah Pines, our Founder and CEO, states that “there are many paths to the truth.” We pursue those paths to deliver actionable insights to our clients.

Read Anne Helen Petersen’s essay here:

Have you observed optimization culture? We’d love to hear what you think!

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