As you probably notice, this month, we're bringing you our Life of Purpose series and revisiting

some of our most transformative episodes. Tune in to explore expert insights and practical

strategies on help, performance, and community well-being, all aimed at helping you achieve

personal and professional fulfillment. If you sign up for the newsletter, you'll not only get

recaps of the key ideas in each interview, but at the end of the series, you'll receive our free Life of Purpose ebook.

What you have to do is go to UnmistakableCreative.com slash LifePurpose. Again, that's

unmistakablecreative.com slash life purpose.

Let me break it down by two parts. One is a smart default. When you get something pre-checked most of the time,

everyone sees the same pre-check button. But you could imagine a world where if the site knows

something about you, they will pre-check a different button. So that's the basic idea of

customizing the choice architecture for the person. Now, our choice engine realizes

that we're not talking about pieces of paper here. We're talking about things that can be changed

on the fly. You know, you go to a grocery store, people don't rearrange the cans for you.

But when I go to a website, I can rearrange the products in a way that I think is going to be

best for you or at least

influence you. So good example of this. One of my favorite examples is, of course, Netflix,

which allegedly produces something like 30 million landing pages a year. And what they're doing,

of course, is customizing that page to actually influence you as a viewer. So the choice engine basically

can customize the site. It can also do something else, which is it can actually make it more

on principle. They can do some just-in-time education, particularly relevant in financial services.

You know, basically, I can tell you what this term you don't know means. So it's actually much

more powerful because

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