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.

You know give me choices that are truly different from one another, otherwise they don't regard them as meaningful choices.

A chess master can keep track of more choices than the number of stars in the galaxy within an instant, but these are people that have truly learned and mastered the choices that they have and how to deal with those choices over a very, very long period of training, so essentially what they're really doing is ruling out all the irrelevant choices and only zeroing in on the most relevant, useful choices at the moment.

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

When we speak of choice, what we mean is the ability to exercise control over ourselves and our environment. In order to choose, we must first perceive that control is possible.

There is a different attitude about, you know, how much differentiation there needs to be between our options and how many choices do I need to have in order to make a choice.

It's always a thrilling experience to go into a place that offers you a lot of choice. You know it's like it reminds you of when you're a kid and you go to the amusement park and whether it be Disneyworld or Six Flags you know that thrilling moment when you first enter and you know you've got all these possibilities for the day and it's really a... it's a wonderful feeling.