We have all been there: standing in aisle five of the supermarket trying to decide which jar of mustard to buy. Do we go organic, or for the brand with whole mustard seeds? Or do we simply pick the one in the brightest yellow bottle? In a fascinating talk at TEDxStanford, “ Sometimes it’s good to give up the driver’s seat ,” marketing professor Baba Shiv reveals that discomfort over making choices extends into medical decisions. Five years ago, Shiv’s wife was diagnosed with breast cancer. “The most harrowing and agonizing part of the whole experience was that we were making decision after decision,” Shiv shares in his talk .