Personalized Law – rules that vary person by person – may be a profound revolution in Big Data’s future. A legal norm aimed for the “reasonable person” could be replaced by a multitude of personalized commands—each actor with their own “reasonable you” standard. Better drivers could be freed to drive faster, weaker consumers would receive stronger protections; minimum age restrictions would no longer be uniform; and each borrower would be entitled to a personalized loan disclosure, tailored to their mental capacity. Personalized law could bring enormous social benefits, but it also raises fundamental questions about equality, rule of law, manipulation, coordination, and the power of data. In this lecture, Professor Ben-Shahar discusses his forthcoming book with Ariel Porat, Different Rules for Different People.