The foundational assumption that individuals are free to choose their own goals, and how to achieve them, albeit within certain societal and cultural constraints. These choices are a matter of will rather than being coerced or predetermined. This assumption supposes that, in the absence of contradictory evidence, all human beings have the potential cognitive capacity to make free choices. Provided that they have full information, these choices will accurately reflect their preferences and goals in life – at least as far as they can be realised within that context.