“Alexis de Tocqueville, the French thinker who keenly chronicled early American society, described the consequences of ever-increasing choice more than 170 years ago:In America I have seen the freest and best educated of men in circumstances the happiest to be found in the world; yet it seemed to me that a cloud habitually hung on their brow, and they seemed serious and almost sad even in their pleasures…. They clutch everything but hold nothing fast, and so lose grip as they hurry after some new delight.”

“The ability to choose well seems to depend in no small part upon our knowing our own minds. And when we ask for more choice, we seem to be saying, “I know what I want, so however much choice you give me, I will be able to pick out the thing that I want.” We firmly believe that no matter how many alternatives we’re given, ultimately we’ll know which door we prefer to walk through. Yet, paradoxically, asking for more choice is also an admission that we don’t always know what we want, or that we are changeable enough that we cannot know what we want until we are in the moment of choosing. And it’s clear that after a certain point, the amount of time and energy directed toward choosing counteracts the benefits of the choice.”

“One could even argue that we have a duty to create and pass on stories about choice because once a person knows such stories, they can’t be taken away from him. He may lose his possessions, his home, his loved ones, but if he holds on to a story about choice, he retains the ability to practice choice.”

“It seems to him there are / a thousand bars; and behind the bars, no world.” Whether the bars are real or metaphorical, when one has no control, it is as if nothing exists beyond the pain of this loss.”

“Your choices of which clothes to wear or which soda to drink, where you live, which school to attend and what to study, and of course your profession all say something about you, and it’s your job to make sure that they are an accurate reflection of who you really are.But who are you, really? The imperative “Just be yourself!” seems straightforward enough. (What could be easier than being who you already are?) Yet we often end up blinking in its headlights, perhaps frozen in place by the concomitant notion that we might, if we are not careful, turn into someone else. It’s difficult to move forward when each step could move us further away from the “authentic” self, and so we dither.”

“Why is choice powerful, and where does its power come from? Do we all choose in the same way? What is the relationship between how we choose and who we are? Why are we so often disappointed by our choices, and how do we make the most effective use of the tool of choice?How much control do we have over our everyday choices? How do we choose when our options are practically unlimited? Should we ever let others choose for us, and if yes, who and why?”

“Henri Poincaré, a celebrated French mathematician and philosopher of science, said, “Invention consists in avoiding the constructing of useless combinations and in constructing the useful combinations which are in infinite minority. To invent is to discern, to choose.” I’d like to invert the second sentence and propose a corollary: To choose is to invent. What I mean by this is that choosing is a creative process, one through which we construct our environment, our lives, our selves. If we ask for more and more material for the construction, i.e., more and more choice, we’re likely to end up with a lot of combinations that don’t do much for us or are far more complex than they need to be”