Challenge the Default
A systematic framework for questioning business assumptions that feel like "just how things work." This 20-minute exercise helps you identify hidden constraints limiting your growth and discover alternatives you haven't considered. Includes step-by-step instructions, worked examples, and a proven method for testing new approaches rather than accepting industry defaults.
Download the Free Challenge the Default Grid and Discover Hidden Opportunities in Your Business Assumptions
Most business limitations aren't resource constraints—they're assumption constraints.
You've probably said "that's just how things work in our industry" more times than you can count. But what if those industry "rules" are actually holding you back from opportunities your competitors haven't even considered?
The Hidden Cost of Default Thinking
Every day, profitable opportunities slip past businesses because they accept conventional wisdom without question:
- "Summer is always slow" While some businesses grow 19% year-on-year during "quiet" periods
- "Customers won't pay premium prices" While competitors charge 40% more for the same products
- "We have to discount for Black Friday" While smart brands use the period to build full-price demand
- "Our industry doesn't use social media" While early adopters dominate customer attention
These defaults feel safe because everyone follows them. But here's what I've learned from twenty years in e-commerce: the biggest opportunities often hide inside the assumptions everyone accepts without question.
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<h2>The Hidden Cost of Default Thinking</h2>
<p>Every day, profitable opportunities slip past businesses because they accept conventional wisdom without question:</p>
<ul>
<li><strong>"Summer is always slow"</strong> While some businesses grow 19% year-on-year during "quiet" periods</li>
<li><strong>"Customers won't pay premium prices"</strong> While competitors charge 40% more for the same products</li>
<li><strong>"We have to discount for Black Friday"</strong> While smart brands use the period to build full-price demand</li>
<li><strong>"Our industry doesn't use social media"</strong> While early adopters dominate customer attention</li>
</ul>
<p>These defaults feel safe because everyone follows them. But here's what I've learned from twenty years in e-commerce: <strong>the biggest opportunities often hide inside the assumptions everyone accepts without question.</strong></p>
</div>What You Get: The Complete Challenge the Default System
The Challenge the Default Grid (PDF)
A systematic 5-step framework for questioning any business assumption that feels like "accepted wisdom." Works for seasonal patterns, pricing strategies, customer service expectations, or marketing approaches.
Step-by-Step Implementation Guide
Clear instructions for each section of the grid, with specific questions designed to uncover hidden constraints limiting your growth.
2 Worked Examples
- Summer Sales Challenge: How to turn seasonal "slumps" into competitive advantages
- Exercise Habit Formation: Systematic approach to building sustainable routines
⚡ Quick Impact Assessment
Two simple questions to identify which opportunities will move the needle most between where you are and where you want to be.
How This Changes Your Business Thinking
Instead of accepting limitations, you'll systematically question them. The grid helps you identify specific alternatives you haven't considered and gives you a framework for testing new approaches.
Perfect for:
- E-commerce business owners questioning seasonal patterns or pricing assumptions
- Founders stuck in "that's just how our industry works" thinking
- Teams looking to innovate beyond accepted practices
- Anyone wanting a systematic approach to business assumption testing
Download Your Free Challenge the Default Grid
Takes 20 minutes to complete. Typically reveals 3-5 immediate opportunities to rethink established patterns in your business.
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Related Episode
Dive deeper into this topic with this podcast episode
Learning Is Not the Same as Implementation
Matt Edmundson confronts an uncomfortable truth: after 200+ episodes interviewing experts, he's only implemented about 5% of what he's learned. Drawing from his £38 million business lesson—when a supplier relationship decimated revenue from £6 million to £1 million—Matt argues that we're all drowning in good advice whilst our businesses stay the same. This solo episode marks a shift for the eCommerce Podcast, introducing focused implementation episodes and free peer cohorts to bridge the gap between learning and doing. His challenge: stop taking notes, start taking action.