1. The emotion default: we tend to respond to feelings rather than reasons and facts. 2. The ego default: we tend to react to anything that threatens our sense of self-worth or our position in a group hierarchy. 3. The social default: we tend to conform to the norms of our larger social group. - Where all think alike, no one thinks very much. 4. The inertia default: we’re habit forming and comfort seeking. We tend to resist change, and to prefer ideas, processes, and environments that are familiar. - The great enemy of any attempt to change men’s habits is inertia. Civilization is limited by inertia. solution:: [[Environment is more powerful than willpower]]