We all want customized experiences and products - but when faced with 700 options, consumers freeze up. With fascinating new research, Sheena Iyengar demonstrates how businesses (and others) can improve the experience of choosing. By Jitendra Jain
Hotels are going to extraordinary lengths to cater to a guest's every imaginable need. Think a fragrance or tanning butler, a dog surfing instructor and a sleep concierge. By Nancy Trejos