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.

Too many choices can overwhelm us and cause us to not choose at all. For businesses, this means that if they offer us too many choices, we may not buy anything.

What you see determines how you interpret the world, which in turn influences what you expect of the world and how you expect the story of your life to unfold.

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

A chess master can keep track of more choices than the number of stars in the galaxy within an instant, but these are people that have truly learned and mastered the choices that they have and how to deal with those choices over a very, very long period of training, so essentially what they're really doing is ruling out all the irrelevant choices and only zeroing in on the most relevant, useful choices at the moment.

And guys will say looks matter, but they'll also say things like "Well, she should be smart and kind." And you know those are... so the typical responses and if you give them just a few options, like five or six, then they will rate them on the very characteristics that they said were really important to them.

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.