ConceptsNest

  We may assume that humans buy products because of what they are, but the truth is that we often buy things because of where they are . For example, items on store shelves that are at eye level tend to be purchased more than items on less visible shelves. Here’s why this is important - Something has to go on the shelf at eye level. Something must be the default choice . Something must be the option with the most visibility and prominence. This is true not just in stores, but in nearly every area of our lives. There are default choices in our office, car, kitchen and in our living room. If we design for default in our life, rather than accepting whatever is handed to us, then it will be easier to live a better life. In the book Nudge, authors Richard Thaler and Cass Sunstein explain a variety of ways that our everyday decisions are shaped by the world around us . Designing for Default:- . . . Although most of us have the freedom to make a wide range of choices at any given moment,

  A Story: In the 1920s, a German professor named Eugen Herrigel moved to Japan to teach philosophy at a university in a city called Sendai, near Tokyo. To deepen his understanding of Japanese culture, Herrigel began training in Kyudo, the Japanese martial art of archery. He was taught by a legendary archer named Awa Kenzo. Kenzo was convinced that beginners should master the fundamentals of archery before attempting to shoot at a real target, and he took this method to the extreme. For the first four years of his training, Herrigel was only allowed to shoot at a roll of straw just seven feet away. When Herrigel complained of the incredibly slow pace, his teacher replied: When he was finally permitted to shoot at more distant targets, Herrigel’s performance was dismal. The arrows flew off course and he became more discouraged with each wayward shot . During a particularly humbling session, Herrigel stated that his problem must be poor aim. Kenzo, however, looked at his student and re