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.

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.

Are you going to be able to shave your legs? Are you going to be able to get married? So it was constantly thinking about both choice in terms of possibilities - I mean because choice is the thing that is supposed to enable you to be whatever it is you want to be - and yet, at the same time you have to think about choice in terms of its limitations.

I didn't really give them anymore than one choice, soda or no soda. They didn't... whereas we put a lot of stock in the differences between soda.

Most of the time you should use reason, there is no doubt about that because gut often makes us susceptible to lots of different biases, particularly if what you're deciding is something that you really, that expertise can be brought to bear on it, there is a way in which you can align the odds, so then you should really use reason.

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

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