Note: The quote is taken from Daniel Kahneman: The Thought Leader Interview by Michael Schrage, Strategy + Business, Winter 2003. Information on Daniel Kahneman’s research can be found in publications such as Judgment Under Uncertainty; Heuristics and Biases by Daniel Kahneman, Paul Slovic and Amos Tversky (Editors), New York: Cambridge University Press, 1982; and Prospect Theory: An Analysis of Decision Under Risk by Daniel Kahneman and Amos Tversky, Econometrica, 1979.