In 2018, Goldman Sachs reported that Google paid Apple $9 billion to be the default search engine on the iPhone; by 2022 that number is reportedly $20 billion. Why is a position that a user could easily change with just a few clicks so valuable? The answer, according to my Friday Fireside Chat guest, Eric J. Johnson, has to do with choice architecture. How choices are presented to us affect our decisions in deeply profound ways. This is explored in his terrific new book "The Elements of Choice: Why the Way We Decide Matters." We'll be talking about his idea of sludge - when a decision situation makes what is in the best interest of the chooser difficult - and dark patterns, when users are tricked into taking an action they didn't intend to. Join us for what I know will be an eye-opening session.   

Rita McGrath is a best-selling author, sought-after speaker, and longtime professor at Columbia Business School. As one of the world’s top experts on innovation and growth, Rita’s work is regularly published in the Harvard Business Review. She is consistently ranked among the Top 10 management thinkers in the world and was ranked #1 for strategy by Thinkers50.  Get in Touch, Keep in Touch! https://www.ritamcgrath.com/You can follow me on Twitter (@rgmcgrath), on Instagram (@ritamcgrathofficial), on LinkedIn and here on YouTube. For access to the archives, ability to make comments and to be part of the community, subscribe.