humans rarely choose things in absolute terms. We don't have an internal value meter that tells us how much things are worth. Rather, we focus on the relative advantage of one thing over another, and estimate value accordingly. (Location 200)

Note: Choosing relatively

most people don't know what they want unless they see it in context. (Location 209)

Note: Dont know what they want

we not only tend to compare things with one another but also tend to focus on comparing things that are easily comparable—and avoid comparing things that cannot be compared easily. (Location 260)

Note: Comparing non compatible items

a lesson we can all learn: the more we have, the more we want. And the only cure is to break the cycle of relativity. (Location 426)

Note: The more we have the more we desire

Mark Twain once noted about Tom Sawyer, “Tom had discovered a great law of human action, namely, that in order to make a man covet a thing, it is only necessary to make the thing difficult to attain.” (Location 455)

Note: Make it difficult to attain

Descartes said, Cogito ergo sum—“I think, therefore I am.” (Location 692)

Note: I think therefore I'm

With everything you do, in fact, you should train yourself to question your repeated behaviours. (Location 698)

Note: Question everything