every morning so he can focus on decisions that are actually important. choices can exhaust us. i know business leaders who always eat the same tuna salad lunch every day so they don't have to agonize over what to eat. i've been thinking about the topic so i decided to bring in two academics who study choice. sheena iyengar is the author of "the art of choosing." sheena has been blind from a young age but that hasn't stopped her from becoming a top social scientist and expert on this subject. kent greenfield is a professor of law at boston college. he is the author of "the myth of choice." so, sheena, let me start with you. what is wrong with choice? choice seems to be -- you know, it's as american as apple pie, with or without ice cream, so you get the choice. everything about american life today is about choice. think about during the cold war we were always so proud of the fact that when russians would come to america and they would look at a supermarket, they