In America we tell our parents to bring their child home and put him or her in a crib; as they get older, children sleep in they own room not in Mom and Dad's room. What are we training them for? It's independence, because that's what being empowered is all about.

Like, people are less likely to invest in their retirement when they have more options in their 401K plans than when they have fewer.

People were actually 6 times more likely to buy a jar of jam if they had encountered 6 than if they encountered 24, so what we learned from this study was that while people were more attracted to having more options, that's what sort of got them in the door or got them to think about jam, when it came to choosing time they were actually less likely to make a choice if they had more to choose from than if they had fewer to choose from.

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.

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?

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

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.