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This story covers professor Sheena Iyengar's views on strategies for managing choices in an era of seemingly boundless options. Sheena Iyengar is the S. T. Lee Professor of Business in the Management Division and research director and senior scholar at the Jerome A. Chazen Institute of International Business at Columbia Business School. She maintains that when you have a research idea, don't latch on to it the first time it comes back, or even the second time. When the idea comes back a third time, pursue it.
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