Then, the other thing that affected my interest in choices growing up was the fact that I was going blind and that meant that there were lots of questions that constantly kept arising about how much choices I actually could have.

One day I went to the manager and I asked him whether his model was working and he said, "Well, haven't you seen how many customers we have in this store?" And yes indeed I had. I mean it was definitely attracting a lot of customers, even attracting tourist buses that would land up at this store and people would go through the store and marvel at all the options, even sometimes take photographs of the various aisles.

If you truly have expertise - and expertise can be say a chess master who has really mastered something or an artist or a musician of some sort you know if you give a jazz musician.

Now if you expand their choice set. Say you give them 20 different speed dates, everything goes out the window. Everybody starts choosing in accordance with looks because that becomes the easiest criteria by which to weed out all the options and decide "So who am I going to say yes to?"

I pick what are my priorities and I limit those priorities to less than five in my life and really in those particular areas put in the energy to try to make good choices.

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

What leads us astray is confusing more choices with more control. Because it is not clear that the more choices you have the more in control you feel. We have more choices than we've ever had before.