Default to Progress

Countries that make becoming an organ donor opt-out by default, rather than opt-in, have higher percentages of organ donors.

The research across industries is clear: Changing the defaults we present people with has a significant impact on the choices they make. Reducing the friction between people and the decision you want them to make is incredibly powerful.

Whether you're encouraging people to get a vaccine, volunteer at their local food pantry, or purchase your services, concentrate on making it easy.

Our society is the product of millions of smaller decisions we all make. And when we choose to design the default options available to people with care, we're choosing to default to progress.


Reflections on creating systems to sustainably grow your impact on the world.
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