I could wear makeup today, and one person would say it looks bland, another would say it looks fake, and another might tell me I look really natural. Everyone is convinced their opinion is the truth, and that's what I struggle against.

We also don't always know what we want. And in those cases it can actually make us worse off because it's actually easier to figure out what you want and to figure out how the options differ if you have about a handful of them than if you have a hundred of them.

Most of the time you should use reason, there is no doubt about that because gut often makes us susceptible to lots of different biases, particularly if what you're deciding is something that you really, that expertise can be brought to bear on it, there is a way in which you can align the odds, so then you should really use reason.

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.

So it was constantly going back and forth between these two cultures that kept raising the question, well, how important is personal freedom? And I think that has always been of interest to me.

People will make worse financial decisions for them if they're choosing from a lot of options than if they're choosing from a few options. If they have more options they're more likely to avoid stocks and put all their money in money market accounts, which doesn't even grow at the rate of inflation.

You know, whether it be humans or animals. So even humans - before we can speak or we can understand a baby's cognition - they're already showing us signs that they want choice.