Hey, it's Guy here. So have you ever wondered why the decisions we make from choosing which

groceries to buy to whether we should have kids are so difficult to make? Well, it turns

out committing to one choice over another can actually help us shape our identities.

Today's show is called Decisions Decisions Decisions, and it originally aired in March

of 2017.

This is the Ted Radio Hour. Each week, groundbreaking Ted Talks. Ted. Ted. Technology.

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Delivered at Ted Conferences around the world. It's the gift of the human imagination.

We've had to believe in impossible things. The true nature of reality beckons from just

beyond those talks, those ideas adapted for radio. From NPR.

I'm Guy Ross, and on the show today, Decisions. Ideas about how we make them and why we tend

to agonize over them. Because at some point, we all have to make a decision about something.

It can be as trivial as picking at a restaurant. Well, I avoid Yelp for this very reason.

I've never looked at it. This is Malcolm Gladwell, by the way. Malcolm Gladwell is, well,

you know, he is writer, podcast host, Yelpator. I know about it. Others talk about it.

Yeah, this happens to me. I have never opened it. Don't do it. I won't do it. I know.

And to Malcolm, this feels like a kind of freedom. He doesn't have to scroll through hundreds

and hundreds of options on where to eat dinner. Because the truth is, there's such a thing

as too much choice. So, okay, so can I ask you a question about Howard Moskowitz?

Yes, yes, he was Howard. Okay, so who was he? Howard Moskowitz is a psychophysicist.

So psychophysicists are people who are in the business of measuring things. And he might

be the greatest character I ever hung out with. Wow. He was short and round. And in the best

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