Interesting read. I like the premise of the article and ‘libertarian paternalism’; it’s a cool take on how to work with the user to get what is best for both parties.

However, I’m not too fond of the way the choice is presented in the example — and by extension as the default or perhaps even endorsed option — as best for business OR best for user.

With Spotify, I’d say it’s quite debatable whether the free version is best for the user. Personally, I have a Premium account with Spotify and find 100% the best choice for me as a user. If I didn’t think it was the best choice, why would I pay for it? The price is worth the service, because it’s a fantastic product.

I like the top right quadrant the most — who wouldn’t? Best for business AND user. Why don’t we take a different strategy? Why don’t we strive to make it absolutely obvious to the user that one option is best for both parties, a win-win deal.

We of course present a secondary win-win deal — like the free option in the Spotify example — which benefits both the user and the business in a different way. For some users who don’t have the means or are not as into music as I am, this may be the best choice. And in that case, I’d venture that if the business is doing it right, it’s also in their best interest that this particular user take that choice.

Now this is obviously beneficial because the business gets free exposure and marketing: if the free service is good, they’ll tell their friends, some of whom may become premium users. But interestingly and perhaps counter-intuitively, because this particular user can’t or doesn’t want the premium service, they’ll be happier in the greater context of their life with the free version. Therefore, you want them to make that choice…making it “the best” for business and user in this particular case.

So all in all, I love the user-oriented approach of this article. My point is merely this: let’s go even further in poising ourselves psychologically as creators in a win-win direction to create what is best all around.

    Jackson Holiday Wheeler

    Written by

    Developer, Linguist, Writer. Advocate for Conscious Entrepreneurship.