Sort by price is the dominant way that shopping online now happens. The cheapest airline ticket or widget or freelancer comes up first, and most people click.

Its a great shortcut for a programmer, of course, because the price is a number, and its easy to sort. Alphabetical could work even more easily, but it seems less relevant (especially if youre a fan of Zappos or Zima).

Just because it’s easy, it doesn’t mean it’s as useful as it appears. Tweet This Quote

The problem: Just because its easy, it doesnt mean its as useful as it appears.

Its lazy for the consumer. If you cant take the time to learn about your options, about quality, about side effects, then it seems like buying the cheapest is the way to go theyre all the same anyway, we think.

And its easy for the producer. Nothing is easier to improve than price. It takes no nuance, no long-term thinking, no concern about externalities. Just become more brutal with your suppliers and customers, and cut every corner you can. And then blame the system.

The merchandisers and buyers at Wal-Mart were lazy. They didnt have to spend much time figuring out if something was better; they were merely focused on price, regardless of what it cost their community in the long run.

Were part of that system, and if were not happy with the way were treated, we ought to think about the system weve permitted to drive those changes.
What would happen if we insisted on sort by delightinstead?

What if the airline search engines returned results sorted by a (certainly difficult) score that combined travel time, aircraft quality, reliability, customer service, price and a few other factors? How would that change the experience of flying?

This extends far beyond air travel. We understand that it makes no sense to hire someone merely because they charge the cheapest wage. That we shouldnt pick a book or a movie or a restaurant simply because it costs the least.

There are differences, and sometimes, those differences are worth what they cost. Worth itis a fine goal.

What if, before we rushed to sort at all, we decided what was worth sorting for?

Low price is the last refuge of the marketer who doesnt care enough to build something worth paying for. In your experience, how often is the cheapest choice the best choice?


This post originally published on Seths blog.

Seth Godin

Author Seth Godin

Seth is the author of 17 books that have been bestsellers around the world and translated into more than 35 languages. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything. Seth is also founder of squidoo.com, a fast growing, easy to use website. His blog (which you can find by typing “seth” into Google) is one of the most popular in the world. Before his work as a writer and blogger, Godin was Vice President of Direct Marketing at Yahoo!, a job he got after selling them his pioneering 1990s online startup, Yoyodyne. In 2013, Godin was inducted into the Direct Marketing Hall of Fame, one of three chosen for this honor.

More by Seth Godin