I Put Out A Good 10 Different

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.

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.

You Know, You Take A Little Infant And You Turn On The Music Mobile On Their Crib And You Find That If You Give Them A Music Mobile Which Turns On Automatically Versus A Music Mobile In Which - If By Chance Their Little Legs Or Their Little Hands Accidentally Touches It - Turns On They're So Much More Excited If By Chance It Turns On Because They Touched It, So That Desire For Control Over Their Environment Is... Really Appears From Very Early On And If You Look At Children's First Words, "no, Yes."

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.

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.