This chapter explores the concept of choice as a social construct and delves into the authors' decision to study choice. It also features an interview with a guest discussing her new book and the impact of her parents on her life and career.
We speak with Sheena Iyengar, an expert in the science of choice. Iyengar provides practical steps for generating big ideas by drawing from recent advances in neuro- and cognitive sciences. She upends the myth that only a select few can come up with revolutionary ideas and offers an evidence-backed method for anyone looking to innovate and solve complex problems.