Less is more

The paradox of choice is a phenomenon that explains why consumers are more likely to buy when options are limited.

- BY MARC WILSON

Every city has its signatures.

In Ho Chi Minh City it was someone pointing at my sneakers and offering to clean them. In Da Nang it was, “Taxi, sir?” and in Hội An it's been, “Want a boat ride?” We have resolutely fought off all efforts to part us from our money. Well, most efforts.

It was our first afternoon in Hội An, a historical port city in central Vietnam, home to a Unesco world-heritage ancient town. We'd gone in search of a particular tailor, recommended to us by our hotel and breathless English tourists on TikTok. At the first street corner, I got out my phone to check directions, and 15 minutes later we were at a completely different tailor, having been expertly waylaid by one of their “scouts”, who'd seen us and asked if she could offer directions...