What Is Analysis Paralysis?

Having choices is great—no one knows this better than people from the Soviet and post-Soviet world. Yet even they can feel overwhelmed when faced with thousands of options on a marketplace, like picking a phone case. Information overload and overthinking can make it hard to make decisions. Sometimes, we wish someone would just narrow down our options for us. That’s why we read reviews, ask friends, or rely on journalists to do the work.

The problem of overthinking choices and being unable to act is as old as time. William Shakespeare brilliantly described it through Hamlet, the indecisive Danish prince.

The Business Perspective

The term “analysis paralysis” emerged in the 20th century with globalization and the rise of entrepreneurship. The English phrase is catchy because of its rhyme. It first appeared in a 1956 article about return on investment, and later, Russian-American mathematician and economist Igor Ansoff used it in his 1965 book “Corporate Strategy: An Analytic Approach to Business Policy for Growth and Expansion.” He linked the term to business decision-making.

Half a century later, the problem hasn’t gone away—if anything, it’s gotten worse. Simon Woodroffe, founder of Yo! Sushi, believes MBA graduates are especially prone to analysis paralysis because their education is overloaded with theory. They overvalue analysis, suppressing natural business instincts and forgetting that real business often defies logic and plans. Learning from others’ mistakes, MBA students become risk-averse, but risk is always present in real life. “Overanalyzing can kill both creativity and business,” says Woodroffe.

Mathematicians and IT professionals also frequently encounter analysis paralysis. In today’s economy, analytics is used everywhere, which can be overwhelming. Vitaly Gershanovich, a development and training manager at Kimberly-Clark, describes the decision-making process as a complex evaluation of options and criteria—so complex it can be paralyzing.

Consumer Market: The Jam Experiment

A famous example of analysis paralysis comes from a 2000 consumer psychology experiment. Psychologists Sheena Iyengar and Mark Lepper offered shoppers 24 types of jam one day and only six the next. Shoppers were ten times more likely to buy when offered fewer choices. The researchers concluded that even small decisions require mental energy, and the more we analyze, the more exhausted we become—sometimes leading us to buy nothing at all.

This phenomenon has been observed with chocolate, financial investments, and speed dating. Instead of enjoying many options, we worry about making the wrong choice and freeze up. Decision paralysis is closely related to “choice overload.” Studies show that less choice can be better: a store with a thousand types of white wine may confuse customers, while a smaller selection with helpful tips can boost sales. This may be why craft products are so popular.

Psychological Aspects

Licensed U.S. psychologist and author Robert Taibbi notes that people today are especially prone to analysis paralysis because any topic can be researched endlessly. The problem worsens when decisions are made by groups, leading to endless debates and indecision.

In business, analysis paralysis can hurt sales and profits. In psychology, it can lead to procrastination, anxiety, or even depression. Recognizing the symptoms is key:

• Constant overthinking
• Rapid heartbeat
• Anxiety
• Sweating
• Shallow breathing
• Insomnia
• Fatigue
• Lack of interest in making decisions
• Low productivity
• Inability to focus

What starts as stress-induced fatigue can lead to depression and health problems. In severe cases, analysis paralysis can cause a “freeze” response—sudden immobility when faced with overwhelming information.

Certain personality traits make people more susceptible:

• Rigid thinking: Seeing things as black or white can make ambiguous decisions overwhelming.
• Perfectionism: Can cause problems in key areas of life.
• People-pleasing: Trying to make everyone happy is impossible and can lead to poor decisions and unhappiness.
• Lack of trust: Without a trusted authority or self-confidence, decision-making becomes impossible.
• Empathy: Over-identifying with others’ feelings can lead to confusion and indecision.

If you recognize these tendencies in yourself and want to avoid analysis paralysis, consider seeking support or professional help.

The Science Behind Decision-Making

Humans, pigeons, and monkeys all like having control over their choices. Research shows our brains equate options with power, which is linked to survival. But making decisions uses a lot of mental energy—our brains are only 2% of our body weight but use 20% of its energy.

Our brains use energy-saving strategies and prefer to focus on one or two things at a time. Working memory is limited, so overloading it makes concentration harder. A 2016 study found that high pressure and anxiety (like overthinking) reduce performance on complex tasks. Another Stanford study showed that overthinking reduces creativity: the more students thought about their drawings, the harder the task became.

Creativity, Sports, and Music

Creative people understand this well. For example, Bob Dylan refuses to analyze his songwriting process—he just lets inspiration flow. Overthinking can ruin automatic skills, as happened to MLB pitcher Rick Ankiel, whose career suffered when he focused too much on his body movements instead of just playing.

Education and Career

Analysis paralysis is common in education, where students are given too much information and not enough time to develop critical thinking or creativity. Pressure from grades and parents can make anxiety about results overwhelming, leading to paralysis.

In the workplace, analysis paralysis can show up in many ways:

• Professionals who spend years preparing but never apply for jobs
• People who endlessly revise their resumes but never send them out
• Those who consider a career change but never take the leap
• Entrepreneurs with great ideas who never start their business

Clearly, this kind of paralysis is bad for your career.

How to Overcome Analysis Paralysis

As Jeff Boss wrote for Forbes, “It doesn’t matter which way you move under mortar fire, as long as you move.” While some decisions require careful thought, overanalyzing can be just as dangerous as acting impulsively. If you’re stuck, first define your goals, then narrow your options to those that best fit. Compare pros and cons, then pick one.

To break free from analysis paralysis:

• Acknowledge what’s happening and accept it—observe your thoughts without judgment.
• Allow yourself to be flexible, not rigid.
• Remind yourself of your past achievements.
• Stop seeking others’ opinions—trust your own judgment.
• Focus more on the present than the future.
• Set deadlines to combat procrastination.
• Take the plunge instead of endlessly testing the waters.
• Limit your options—remember the jam experiment!
• Add or remove emotion as needed—sometimes the best decisions are made quickly, with feelings coming later.
• Set priorities.
• Build self-esteem and self-trust.
• Trust your instincts—they’re based on your experience.
• Don’t be afraid to set boundaries—time, space, resources, etc.—to simplify your choices and encourage action.
• Consider therapy if you’re stuck—decision paralysis can be a sign of depression, which is easier to treat early.

For business or life decisions, try these broader strategies:

• Combine intuition and analysis.
• Trust your curiosity—it’s the foundation of creativity.
• Move toward your goal in small steps—“eat the elephant one bite at a time.”
• Recognize and manage your fears.
• Imagine the worst-case scenario and accept it—this brings peace.
• Remember that mistakes are sources of growth.
• Sometimes it’s better to act and regret than to miss an opportunity.

As the English say: “Just do it!”

Analysis Paralysis and Autism

There’s another area that’s less discussed: decision-making difficulties in adults with high-functioning autism. Autism is a complex condition, and high-functioning autism is even more so. Signs include social awkwardness, delayed speech in childhood, trouble making friends, hypersensitivity, poor self-organization, and a dislike of complex words or phrases.

Standard cognitive-behavioral therapy may not work for people with high-functioning autism due to rigid thinking and categorical judgments. They struggle to stop obsessive negative thoughts and shift focus. For them, everyday choices—what to eat, what to wear—are a source of stress. They don’t use mental shortcuts (heuristics) to simplify decisions, leading to analysis paralysis. Their decision-making is slow and energy-draining, and they often lack confidence in their choices or ability to predict others’ reactions.

Before judging yourself or others for falling victim to analysis paralysis, ask if you really need to make that decision. Maybe it’s okay to buy nothing, make fewer choices, and be content with less. If choosing from thousands of options is overwhelming, don’t force yourself. Treat yourself with love and respect—your health is your top priority.