Choice Is The Only Tool

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.

I Mean We Know That Some Choice Makes You Better Off Than No Choice. Now Do We Get Better Off If We Go From A Lot Of Choice Versus A Few Choices? And There I Think The Answer Is Much, Much, Much More Complicated.

I Mean We Might Even Go To War As To Whether We Love Coke Or Pepsi And Our Whole Identity Is Wrapped Up In That Choice. You Know, For The Russians They Felt That These Minor Differences Between These Various Sodas Was Just Hyped Up And Irrelevant.

You Know, Or Three Kinds Of Ice Cream Bars And You'd See This And Like This... Okay They Could Clearly Benefit From Some More Choices And I Remember Having These Discussions With The Japanese Because They You Know They Often Like To Go To Hawaii For Vacation Because It Was Definitely Much Cheaper For Them And I Would Ask Them, "so When You Go To Hawaii, You Know Do Eat All These Other Things?"

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.