Your biggest competitor isn’t another business. It’s your buyer’s DEFAULT behavior.


Defaults are the silent-decision makers that guide much of our behavior. These are pre-set choices that take effect if you do nothing. We see, but often don’t notice, defaults every day… Maybe you’ve been automatically enrolled into your company’s 401k or pension plan. (Studies show automatic enrollment increases participation in retirement plans by 40%) Maybe you keep going to the same coffee shop, not because you like it but because it’s on your way to the office. Or maybe you never change...