When we are confronted with choices we take to be important, choices that affect our more important ends or goals, we usually attempt to judge what would be best for us. We reflect on what is best for us when we have to decide such things as which college to attend, whether to go to graduate school or law school, whether to marry, or whether to take our parents in when they need care. When we make such decisions, we think about what will contribute to the best life for us. In thinking about the best life for us, moral considerations matter, but they are not the only considerations we think are relevant. I will focus on aspects of these important choices that are not necessarily moral. The broad question that motivates this paper is this: what standards or principles govern good deliberation about choices of this kind?