Sheena Iyengar is a visually challenged Indian American professor at the Columbia Business School who has spent her career studying choice – why it matters, how we choose, and how we can choose better. Thinking about the power and paradoxes of choice have driven Sheena’s research from the beginning. Prior to Columbia, she taught at the Sloan School of Management at MIT. She has been at the forefront of professional research on human decision-making, starting with her famous ‘Jam Experiment’ in the mid-1990s.