"...when we’re in the marketplace, asking ourselves what do we want, we’re not actually asking ourselves what do we want, we’re asking ourselves, ‘Who I am?’ – and given who I am, what do I want, and given what I want, what should I choose? And when I decide what I want to choose, I want to make sure that that’s a reflection of who I am and that who I am has got to be different than who everybody else is. And that’s an enormous burden to carry for every single choice."
~ Sheena Iyengar, author of The Art of Choosing
as quoted in The Globe & Mail