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.

We began to look at "Why is that?" And a large part of that has to do with the fact that when people have a lot of options to choose from they don't know how to tell them apart. They don't know how to keep track of them.

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.

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.

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

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.

We have the ability to create choice by altering our interpretations of the world.