There is a different attitude about, you know, how much differentiation there needs to be between our options and how many choices do I need to have in order to make a choice.

So for decisions about happiness you essentially need at least both and probably even more than that, you probably also need to do analysis that doesn't involve yourself to get at the answer of what will make you happy in 10 years.

I mean we might even go to war as to whether we love Coke or Pepsi and our whole identity is wrapped up in that choice. You know, for the Russians they felt that these minor differences between these various sodas was just hyped up and irrelevant.

We also don't always know what we want. And in those cases it can actually make us worse off because it's actually easier to figure out what you want and to figure out how the options differ if you have about a handful of them than if you have a hundred of them.

I could wear makeup today, and one person would say it looks bland, another would say it looks fake, and another might tell me I look really natural. Everyone is convinced their opinion is the truth, and that's what I struggle against.

If you truly have expertise - and expertise can be say a chess master who has really mastered something or an artist or a musician of some sort you know if you give a jazz musician.

The typical Walmart today offers you 100,000 products.