Too many choices can overwhelm us and cause us to not choose at all. For businesses, this means that if they offer us too many choices, we may not buy anything.

I put out a good 10 different types of drinks for them and they just said, "Oh, okay, so it's just one choice." One choice? I gave you Coke, Pepsi, Ginger Ale, Sprite. They saw that as one choice. Now why was that one choice? Because they felt, well, it was just all soda.

We either put out 6 different flavors of jam or 24 different flavors of jam and we looked at 2 things. First, in what case were people more likely to buy a jar of jam?

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

The quality of health care continues to improve, and people are living longer, but these developments mean that we're likely to eventually find ourselves in a situation in which we're forced to make difficult choices about our parents, other loved ones, or even ourselves that ultimately boil down to calculations of worth and value.

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

This is at a time when you know most of us drank tap water, so I used to go to this store and examine all the varieties and we used to marvel at all the choices out there, but I found that I rarely bought anything and I kind of thought that was kind of curious. I mean, they had things that the other grocery stores didn't have and yet I never bought anything.