Words like “freedom,” “options,” and “choice” evoke a power of possibility far beyond the reality of the benefits they entail. When examined closely, the choices we have—in the marketplace, in elections, in our jobs—tend to have noticeable limitations: they are often a matter of a choice simply between A and B, with the rest of the alphabet out of the picture. Yet as long as the faintest mirage of choice flickers on, we rarely focus on the missing options. We “choose” to believe that the game is fair, and that we have our freedom. We prefer not to think too much about the depth of our liberty to choose.

This unwillingness to probe the smallness of our choices stems from the fact that too much freedom creates a kind of anxiety. The phrase “unlimited options” sounds infinitely promising, but unlimited options would actually paralyze us and cloud our ability to choose. Our limited range of choices comforts us. This supplies the clever and cunning with enormous opportunities for deception. For people who are choosing between alternatives find it hard to believe they are being manipulated or deceived; they cannot see that you are allowing them a small amount of free will in exchange for a much more powerful imposition of your own will. Setting up a narrow range of choices, then, should always be a part of your deceptions.

Daily Law: There is a saying: if you can get the bird to walk into the cage on its own, it will sing that much more prettily. Give people options that come out in your favor, whichever one they choose. Force them to make choices between the lesser of two evils, both of which serve your purpose.

The 48 Laws of Power

, Law 31: Control the Options—Get Others to Play with the Cards You Deal