【正文】 on the left is Jazz and the one on the right is Swing, but you know what? This is a highly useless categorization scheme. (Laughter) The categories need to say something to the chooser, not the choicemaker. And you often see that problem when it es down to those long lists of all these funds. Who are they actually supposed to be informing?
　　My fourth technique: Condition for plexity. It turns out we can actually handle a lot more information than we think we can, weamp。39。ve just got to take it a little easier. We have to gradually increase the plexity. Iamp。39。m going to show you one example of what Iamp。39。m talking about. Letamp。39。s take a very, very plicated decision: buying a car. Hereamp。39。s a German car manufacturer that gives you the opportunity to pletely custom make your car. Youamp。39。ve got to make 60 different decisions, pletely make up your car. Now these decisions vary in the number of choices that they offer per decision. Car colors, exterior car colors Iamp。39。ve got 56 choices. Engines, gearshift four choices. So now what Iamp。39。m going to do is Iamp。39。m going to vary the order in which these decisions appear. So half of the customers are going to go from high choice, 56 car colors, to low choice, four gearshifts. The other half of the customers are going to go from low choice, four gearshifts, to 56 car colors, high choice.
　　What am I going to look at? How engaged you are. If you keep hitting the default button per decision, that means youamp。39。re getting overwhelmed, that means Iamp。39。m losing you. What you find is the people who go from high choice to low choice, theyamp。39。re hitting that default button over and over and over again. Weamp。39。re losing them. They go from low choice to high choice, theyamp。39。re hanging in there. Itamp。39。s the same information. Itamp。39。s the same number of choices. The only thing that I have done is I have varied the order in which that information is presented. If I start you off easy, I learn how to choose. Even though choosing gearshift doesnamp。39。t tell me anything about my preferences for interior decor, it still prepares me for how to choose. It also gets me excited about this big product that Iamp。39。m putting together, so Iamp。39。m more willing to be motivated to be engaged.
　　So let me recap. I have talked about four techniques for mitigating the problem of choice overload cut get rid of the extraneous alternatives。 concretize make it real。 categorize we can handle more categories, less choices。 condition for plexity. All of these techniques that Iamp。39。m describing to you today are designed to help you manage your choices better for you, you can use them on yourself, better for the people that you are serving. Because I believe that the key to getting the most from choice is to be choosy about choosing. And the more weamp。39。re able to be choosy about choosing the better we will be able to practice the art of choosing.
　　Thank you very much.
　　(Applause)