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.

They [people] start asking themselves "Well which one is the best? Which one would be good for me?" And all those questions are much easier to ask if you're choosing from six than when you're choosing from 24 and if you look at the marketplace today most often we have a lot more than 24 of things to choose from.

As we get older, we get better at choosing in ways that will make us happy. We do a better job at picking activities that make us happy, and at spending time with people who make us happy. We're also better at letting things go.

My child's first word was "more," but and it's all about, "I want." "I'm going to tell you what I want and what I don't want." It's about my desire to express my preferences. And that is really innate.

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?

I used to go to this store called Draeger's and you had a little bit of that same feeling because this was a store that offered you so many varieties, things you'd never contemplated before, you know like 250 mustards and vinegars and over 500 different kinds of fruits and vegetables, or over 2 dozen different types of water.

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