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.

When I was in Russia I found that I thought I was going to give these people that I was interviewing a whole bunch of choice in terms of what they could drink while we were chatting.

The phantasmagoria, the actual experience that we try to understand and organize through narrative, varies from place to place. No single narrative serves the needs of everyone everywhere.

Like, people are less likely to invest in their retirement when they have more options in their 401K plans than when they have fewer.

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

When companies try to guess what consumers want, they essentially make the choice for consumers.

I think of choosing as a... both a fun and an effortful activity and I think of choice as something that in order for you to really get what you want out of it you have to put a lot into it and so I'm only willing to do that for a few different things and for the rest I really just try to either satisfy, come up with a simple rule or let somebody else make the choice.