What you see determines how you interpret the world, which in turn influences what you expect of the world and how you expect the story of your life to unfold.

So it was constantly going back and forth between these two cultures that kept raising the question, well, how important is personal freedom? And I think that has always been of interest to me.

We either put out 6 different flavors of jam or 24 different flavors of jam and we looked at 2 things. First, in what case were people more likely to buy a jar of jam?

If we ask for more and more material for the construction, i.e. more and more choice, we're likely to end up with a lot of combinations that don't do much for us or are far more complex than they need to be.

Choice is the only tool we have that enables us to go from who we are today to who we want to be tomorrow.

In fact, even in that store Draeger's they had 348 different kinds of jam actually in the jam aisle. And what we found over about, say, 10 years of research is that as the number of choices actually increase people are less likely to make a choice and sometimes they do this even when it's really bad for them.

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.