# 32: The Unchecked Checkbox

- Show: [Thoroughly Considered](https://hardwarepodcasts.com/podcast/thoroughly-considered)
- Published: 2017-12-06
- Length: 53m
- Episode: 32
- Page: https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-12-06-32-the-unchecked-checkbox
- Listen: http://relay.fm/tc/32

## Summary

Tom Gerhardt and Dan Provost of Studio Neat debate the ethics and efficacy of default-checked newsletter opt-in boxes in their Shopify checkout. Host Myke Hurley challenges their ideological stance, arguing that while their values prioritize user agency, they must rely on data and thoughtful follow-up strategies rather than rigid rules to maintain brand trust. The discussion highlights the tension between maintaining a principled brand identity and adopting industry-standard marketing practices to capture customer attention.

## Chapters

- [0:31](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-12-06-32-the-unchecked-checkbox#t=31) The Checkbox Debate
- [2:42](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-12-06-32-the-unchecked-checkbox#t=162) Tom's Shift to Default Checked
- [10:31](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-12-06-32-the-unchecked-checkbox#t=631) Dan's Branding and Ethics Argument
- [16:38](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-12-06-32-the-unchecked-checkbox#t=998) Myke's Consumer Perspective
- [33:43](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-12-06-32-the-unchecked-checkbox#t=2023) Proposed Compromise: Confirmation Email
- [39:28](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-12-06-32-the-unchecked-checkbox#t=2368) Pop Socket Example and Data Needs
- [47:10](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-12-06-32-the-unchecked-checkbox#t=2830) Conclusion: Strong Opinions Loosely Held

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Studio Neat (company)
- Shopify (tool)
- Glyph (product)
- Pop Socket (product)
- ConvertKit (tool)
- Drip (tool)
- Relay FM (company)

## Related episodes from other shows

- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [Investor Spotlight: Consumer Psychology, Channel Strategy, and What Actually Makes Brands Win — David Bell, Idea Farm Ventures](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-06-13-investor-spotlight-consumer-psychology-channel-strategy-and-what-actually-makes) (The Startup CPG Podcast)
- [How To Build A Sustainable Brand On Shopify](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-15-how-to-build-a-sustainable-brand-on-shopify) (The Startup CPG Podcast)
- [#225 -  Amazon vs. Your Own Website: The Great eCommerce Debate with Daybreak Agency and Gawronski Media](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-02-225-amazon-vs-your-own-website-the-great-ecommerce-debate-with-daybreak-agency-a) (The Startup CPG Podcast)
- [Advice Line: Reaching New Customers](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-03-advice-line-reaching-new-customers) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-12-06-32-the-unchecked-checkbox. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Thoroughly Considered.