For anyone who hasn't seen Barry Schwartz' presentation at Google, in my humble opinion it is absolutely essential education for startups. http://video.google.com/videoplay?docid=6127548813950043200 It actually starts to get into the math of how decisions are made. Invaluable.

He used the assignment operator instead of the equality operator -- is the fact that choices are headaches *all Joel Spolsky's fault*?