Knowledge should be a public good, and I want my ideas to have as much exposure as possible.

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.

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

Now to what...? How we teach people to make choices and the things they're going to make choices over - that is culturally learned.

The typical American reports making about 70 [choices] in a typical day.

I mean it wasn't that they sat around thinking oh gosh I needed more choices in my grocery stores the way I had come to think about it as an American growing up.

Consumers presented with six choices on an item were twice as likely to buy as consumers overwhelmed with 24 varieties of the same item.