“Everything begins with a story” so does Sheena Iyengar’s book, ‘The Art of Choosing‘. Published in 2010, this award-winning book has garnered laurels from around the world as one of the best business books and the Goldman Sachs Business Book of the Year award.
The 44th edition of IAA World Congress was the best-curated communication activity which saw an eclectic mix of speakers from around the world. Sheena Iyengar spoke on the art of making choices which resounded well with the theme “Brand Dharma”. Living in an age where everything is positioned as “Brand” and the numerous brands we are surrounded with, “Aren’t we spoilt for choices?”, she asks. She talks in a way which is provocative rather than prescriptive. Iyengar, brands choice as a tool, to answer the questions we deal with on a daily basis. Our choices brand us; it speaks to us on how it has molded our past, why it is important in our present and how it can direct you to your future.
Her book doesn’t speak of a business model but speaks on the life we model based on our choices. The associations we have with choices knowingly or unknowingly can change the course of our lives. She pitches her life as an example. Stating that, the bodily condition she didn’t choose made her aware of the aware of the nature of choice-its possibilities and limitations.
‘The Art of Choosing‘ makes us aware of the choices we make and throws light on our responsibility to separate the meaningful and uplifting from the trivial. The book is translated to Malayalam as ‘Thiranjedukkal Enna Kala’ by George Pullat and is available for sale at DC Books online store and in our retail outlets.