It's amazing how many things happen because they are the default choice. Default labels & buttons, meals, seats on planes, colors, suggested friends, coupons and email prompts lead to default interactions.
Two key ideas:
- Spend time obsessing about choosing the right defaults.
- Question the defaults provided to you by others.
Can the default choice be "smarter?" Can it provide deeper value to the end-user? Can you make it automatic? Can you make it seem to disappear?
Don't default on yourself.