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

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

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.

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

Being a Sikh meant having to do what Mom and Dad said, and going to temple, and Mom and Dad choosing who I would marry. But going to an American school taught me that I was the one who's supposed to make those choices.

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.

A clear right answer and the opportunity to change the options? This is the chooser’s dream.