I think I was always informally thinking about choice from when I was a very young child because I was born to Sikh immigrant parents, so I was constantly going back and forth between a Sikh household and an American outside world, so I was going back and forth between a very traditional Sikh home in which you had to follow the Five K's.

[Americans] think that choice, as seen through the American lens, best fulfills an innate and universal desire for choice in all humans. Unfortunately, these beliefs are based on assumptions that don't always hold true in many countries, in many cultures.

When I do have choice I try to be very picky about... or shall I say choosey about when I choose. I don't automatically decide that I must be the one to choose or that it's important for me to make every choice in my life.

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

I do think that there are cultural differences in the extent to which we value having more and more choice.

This is at a time when you know most of us drank tap water, so I used to go to this store and examine all the varieties and we used to marvel at all the choices out there, but I found that I rarely bought anything and I kind of thought that was kind of curious. I mean, they had things that the other grocery stores didn't have and yet I never bought anything.

If you truly have expertise - and expertise can be say a chess master who has really mastered something or an artist or a musician of some sort you know if you give a jazz musician.