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 most of the time when we are confronted by more, rather than a few, choices we're often novices and so we don't really know how to differentiate these various options.

When I was in Russia I found that I thought I was going to give these people that I was interviewing a whole bunch of choice in terms of what they could drink while we were chatting.

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

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

So gut tells you "How do I feel about this right now?" It doesn't tell me how I feel about it tomorrow or even a few minutes from now. It just tells me how I'm feeling right now.

You know, you take a little infant and you turn on the music mobile on their crib and you find that if you give them a music mobile which turns on automatically versus a music mobile in which - if by chance their little legs or their little hands accidentally touches it - turns on they're so much more excited if by chance it turns on because they touched it, so that desire for control over their environment is... really appears from very early on and if you look at children's first words, "no, yes."