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Today we have to confront more choices than ever -- decisions for which we have no script. This article is based on innovative research by the author on choice, which formed the basis of her award-winning book, The Art of Choosing. She suggests the steps to take to exercise choice wisely. We need to learn how to counteract the limits on our cognitive abilities and resources, so that we obtain the most benefit from choice with the least effort -- for ourselves as well as for the consumers and employees we serve. The goal is not to manipulate people but to design more helpful forms of choice. Ultimately, it requires becoming a more effective leader who exercises choice judiciously and responsibly.