The more choices you give people, the more help with decision making you need to provide.

It is usually good to provide people with lots of options, but when the question is complicated, sensible choice architecture guides people in the right directions.

Overconfidence is a powerful force.

At the moment no one can prove that these Internet stocks are overpriced. But many of us have deep suspicions.

A choice architect has the responsibility for organizing the context in which people make decisions. [T]here are many parallels between choice architecture and more traditional forms of architecture. A crucial parallel is that there is no such thing as a “neutral” design. [A]s good architects know, seemingly arbitrary decisions, such as where to locate the bathrooms, will have subtle influences on how the people who use the building interact. [S]mall and apparently insignificant details can have major impacts on people’s behavior. [I]n many cases, the power of these small details comes from focusing the attention of users in a particular direction. Good architects realize that although they can’t build the perfect building, they can make some design choices that will have beneficial effects. And just as a building architect must eventually build some particular building, a choice architect must [for example] choose a particular arrangement of food options at lunch, and by so doing she can influence what people eat. She can nudge.

We were going to mount a helicopter onto a frame that fit onto a snowmobile and have Arnold appear to be shooting down the hill, and Arnold said to Jim (Cameron), 'If you will put your 2-year-old in it, then I will get into it.' He made it very personal to all of us.