Information overload is an expression coined by Pr Bertram Gross and express it as follows :

<aside> 💡 Information overload occurs when the amount of input to a system exceeds its processing capacity. Decision makers have fairly limited cognitive processing capacity. Consequently, when information overload occurs, it is likely that a reduction in decision quality will occur.

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In mathematical terms :

**Decision** = f(processing_capacity,inputs)
	if (inputs > processing_capacity) 
then **overload**

The decision can only occur when the processing capacity of the system is superior to the inputs given to the system.

Assuming the processing capacity of the brain is linear from child to adult and flat then (because our brain is physically limited), we can already conclude that the decision system need stable inputs to keep the possibility of making clear decisions under control.

Now, more than ever, content has eaten the world.

In a way, we’re quite doomed. Unless we do something about it.

What does this mean for us really ?

1. We have now more than ever the difficulty to choose between multiple options in all areas of our life
2. We have now more than ever a difficulty to focus
3. We have now more reasons to stay online
4. We have now a need for extremely high content quality
5. We have a near zero tolerance on advertising

Let's dive into those aspects.

1. Difficulty to choose between multiple options

When you think about having a lot more options, you only have three choices to tackle that.