I hate shopping for toothpaste. You probably know what I’m talking about. There’s the kind that’s good on cavities but doesn’t whiten. There’s the environmentally friendly brand that cleans well but doesn’t do much for the breath. There’s the all-in-one variety that looks promising but only comes in a small (expensive) tube. And then there’s every possible variation thereof. The hours I’ve killed in that brightly colored aisle are more than embarrassing, they’re borderline irresponsible.

Like you, I’ve read about the paradox of choice (the more options, the harder it is to choose), but truth be told, it has yet to…

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