During my MSc in Finance, Richard Thaler’s works were one of the few that left a lasting impression on me not just because they challenged how we think about decisions, but because they revealed how often context matters more than the choice itself.
One idea that stood out was choice architecture, introduced in Nudge. It’s the idea that the way choices are presented, their order, framing, and defaults influences the decisions people make. It’s not about controlling outcomes; it’s about shaping the environment in which those outcomes unfold.
When I look at early-stage startups, I often see founders stepping into the role of choice architects, consciously or otherwise. A founder is often responsible for choices like what a user first sees when opening the app, how seamless the signup feels, what the team focuses on when resources are tight, how a pitch is structured for investors etc.
Individually, these choices may seem tactical or even trivial but together, they form a behavioural frame, one that shapes perception, reduces friction, and builds momentum. Beneath what we call execution or early traction often lies thoughtful architecture of subtle choices that reduce resistance, create clarity, and enable momentum.
The more I think about it, the more it feels that building at an early stage is less about control, and more about architecture, not just of code or features, but of choices.
