To choose, or not to choose

Since times immemorial, man has chased freedom. We discovered cultivation to be free of life as nomads, we built tools to be free from fear of predators, we settled down in communities to be free of loneliness, we invented financial instruments to be free of future uncertainties, and now we travel as nomads to escape the stress of work. Our journey has truly come full circle with the only constant being our proclivity to freedom. And one of the most fundamental tenets of freedom is the freedom to choose.

We always have a choice. Even when we choose to not exercise it.

In today’s era of systematic manipulation, this freedom of choice has become even more critical. The decoy effect and other psychological tools are conceived to trick gullible consumers believe in the illusion of independent choice. With advertisers, media, tech giants, marketers, politicians and every aspiring influencer is out to grab as your attention and influence your decisions, it is vital to protect the sovereignty of your choices.

We witness this smothering of freedom of choice even in our societal conventions. Under the guise of ‘expectations’, we are systematically conditioned to accept notions of what is right and what is not. These norms then go on to leave us bereft of choice without us even realizing it. Secure a top ranking; you shall have your pick of career. Secure admission in an elite school; your success is a foregone conclusion. Learn this skill and earn millions in your teens. Make a pile of money and you are considered successful. Work 24x7 including on weekends and you are celebrated as a ‘top’ performer. Ask for work-life balance and you are dismissed as unambitious. Flaunt your wealth on expensive brands and luxurious vacations and be hailed as the toast of the town. If you really hit the pause button and think about it, the list of external stimuli has become staggeringly powerful, especially with the rise of social media. Almost to the point of negating any true freedom of choice.

And amidst the cacophony of influencers clamouring to sway your choice in their favour, it becomes imperative to hold on to the remaining vestiges of independent choice even in face of overwhelming odds. Fight the fear of perception, believe in your convictions and plough through resistance towards your dreams. True ownership can only arise from an unadulterated decision.

However, what we can and must endeavour to do is to improve the quality of our choices. Knowledge, experience, intuition and character are directional guides to making choices. The richer your exposure, the more detailed your learning, the wider your network, the more informed your choices will be.

So, read more, explore more, learn more, experiment more; because your choices are your truest reflection.

Cheers!

Rutvij Shah