We’re born with the desire, but we don’t really know how to choose. We don’t know what our taste is, and we don’t know what we are seeing.
When companies try to guess what consumers want, they essentially make the choice for consumers.
In America we tell our parents to bring their child home and put him or her in a crib; as they get older, children sleep in they own room not in Mom and Dad’s room. What are we training them for? It’s independence, because that’s what being empowered is all about.