The World's Expert on Choice

Our choices construct our relationships, careers, world-views, and identities.
We are the sum of our choices.

Now available for pre-order

In Think Bigger, Sheena Iyengar answers a timeless question with enormous implications for problems of all kinds across the world: “How can I get my best ideas?”

For anyone looking to innovate, the black box of creativity is a mystery no longer. Think Bigger upends the myth that big ideas are reserved for a select few. By using this method as a guide to creative thinking, anybody can produce revolutionary ideas.

Headshot of Sheena smiling

I believe our ability
to create meaningful choices remains our greatest tool for innovation.

Sheena at a book signing

Best-selling author of The Art of Choosing, which was named one of the best business books of 2010 by the Financial Times.

Sheena speaking at TED

Two-time TED mainstage speaker.

Sheena speaking at a panel at Asia Society

In 2011, included as part of the “Thinkers 50” – the 50 Best business thinkers in the world.

Sheena teaching at Columbia University

S.T. Lee Professor of Business at Columbia University.

No one asks better questions, or comes up with more intriguing answers.

Malcolm Gladwell, author of The Tipping Point, Blink, and Outliers

Big Questions


  • Reflections on choices in pandemic

    Hi everyone. I’m in New York City in the thick of this pandemic. Here are my reflections:

    We’re all feeling stressed and un-empowered right now. It’s because we lost so many of our everyday choices, which we took for granted. We lost the ability to connect with others, which was so much of our everyday lives, and we are all afraid of the unknown–Who will be next? Will it be me or somebody I know and love?

    This is a great moment for us to reflect upon the power of choice. It is in these times when we feel the scarcity of choice that we pause and realize how much choice really matters to us–how much it matters to me that I can go to my local restaurant or meet up with friends. It is also a moment where we can discover not only which choices are, more or less, meaningful to us but how we can consider creating new choices. What are new things that I can add to my life in this time of scarcity? Maybe I can learn something new, like how to cook or how to enjoy solitude and a myriad of other things.

    When we look back upon this moment in our lives, let’s remember what we learned about ourselves, what choices we created for ourselves during this time that end up sticking with us.

  • Link

    Sheena on Thinkers 50

Sheena using a device to write braille