You're the one that I want

One facet of modern life that we face several times a day as a result of the digital revolution is too much choice. Quite often, we don't even have to make a choice - compare your iPod on shuffle with a Sony Walkman for example, or think of amazon choosing the next book for you to download onto your Kindle. But when we do have to make a choice, it's sometimes difficult to focus. We've all heard about those behavioural economics experiments with flavours of jam - it's easier to choose from six than it is from twenty.

There are a number of ads and apps that have made something of the insight that perhaps, these days, people would like to be more selective. Be forced to be more selective, even. There's the spot for the VW Golf VII which broke this autumn. Although, if I'd been in charge of the music choice and it had to be of that 80s-early-90s era so loved by ad people, I'd have gone for U2 rather than the Style Council. But then I'm a planner and like to have my strategy showing.

And there are a couple of other examples on this theme. The One Momento photo app allows you to share one photo only, so you must be careful how you choose. And This is my Jam, a music-sharing service limits its users to sharing one track a week, so it has to be the one you really, really want.

Who knows, at this rate, maybe single-minded propositions might kick out all those stories, journeys and manifestos and make a comeback!