Let me start with a fundamental observation: most people don’t know what they want unless they see it in context. We don’t know what kind of racing bike we want–until we see a champ in the Tour de France ratcheting the gears on a particular model. We don’t know what kind of speakers system we like–until we hear a set of speakers that sounds better than the previous one. We don’t even know what we want to do with our lives–until we find a relative or a friend who is doing just what we think we should be doing. Everything is relative, and that’s the point. … we live simultaneously … Continue reading Dan Ariely