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

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.

I think that too ended up affecting a lot of the different research questions that I later asked was really was about well to what extent... How do we balance choice as possibility and choice as limitations?

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

Then, the other thing that affected my interest in choices growing up was the fact that I was going blind and that meant that there were lots of questions that constantly kept arising about how much choices I actually could have.

Choice is the only tool we have that enables us to go from who we are today to who we want to be tomorrow.

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.