Book excerpt: This book presents thoughts and pathways to build revolutionary machine learning models with the new paradigm of machine learning to adapt behaviorism. It focuses on two aspects – one focuses on architecting a choice process to lead users on the certain choice path while the second focuses on developing machine learning models based on choice paradigm. This book is divided in three parts where part one deals with human choice and choice architecting models with stories of choice architects. Second part closely studies human choosing models and deliberates on developing machine learning models based on the human choice paradigm. Third part takes you further to look at machine learning based choice architecture. The proposed pioneering choice-based paradigm for machine learning presented in the book will help readers to develop products – help readers to solve problems in a more humanish way and to negotiate with uncertainty in a more graceful but in an objective way. It will help to create unprecedented value for business and society. Further, it will unveil a new paradigm for modern intelligent businesses to embark on the new journey; the journey of transition from shackled feature rich and choice poor systems to feature flexible and choice rich natural behaviors.