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

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.

My child's first word was "more," but and it's all about, "I want." "I'm going to tell you what I want and what I don't want." It's about my desire to express my preferences. And that is really innate.

In reality, many choices are between things that are not that much different. The value of choice depends on our ability to perceive differences between the options.

The typical Walmart today offers you 100,000 products.

It's easy to assume people are conforming when we witness them all choosing the same option, but when we choose that very option ourselves, we have no shortage of perfectly good reasons for why we just happen to be doing the same thing as those other people; they mindlessly conform, but we mindfully choose. This doesn't mean that we're all conformists in denial. It means that we regularly fail to recognize that others' thoughts and behaviors are just as complex and varied as our own. Rather than being alone in a crowd of sheep, we're all individuals in sheep's clothing.

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.