You know give me choices that are truly different from one another, otherwise they don't regard them as meaningful choices.

Balancing hopes, desires and an appreciating of the possibilities with a clear-eyed assessment of the limitations: that is the art of choosing.

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.

We do the same thing in our own lives, embracing information that supports what we already prefer or vindicates choices we previously made.After all, it feels better to justify our opinions rather than challenge them, to contemplate only the pros and relegate the cons to the back of our minds. However, if we want to make the most of choice, we have to be willing to make ourselves uncomfortable. The question is, if we are willing, how exactly do we go about fortifying ourselves against these biases?

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?

The key to getting the most from choice is to be choosy about choosing.

It's always a thrilling experience to go into a place that offers you a lot of choice. You know it's like it reminds you of when you're a kid and you go to the amusement park and whether it be Disneyworld or Six Flags you know that thrilling moment when you first enter and you know you've got all these possibilities for the day and it's really a... it's a wonderful feeling.