Lucky by Design: Judd Kessler On the Hidden Rules that Shape Our Lives

What if luck isn’t random at all?

Have you ever looked at someone’s success and thought, “They’re just lucky”? Behavioral economist Judd Kessler wants to change the way you think about luck. In his new book, Lucky By Design, he argues that what most people call luck is often the result of hidden systems, invisible rules, and strategic thinking. In this episode of Passion Struck, Judd joins host John R. Miles to unpack how we can all learn to navigate these hidden markets to create more opportunities in our lives.

This conversation explores what Judd calls the three E’s: equity, efficiency, and ease; and how understanding these forces can help you make smarter decisions, reduce frustration, and design a more intentional life. He also reveals why sometimes the smartest move is not to go for gold but to settle for silver, and why clarity of intention matters more than perfection.

Key Highlights

• How hidden markets quietly determine outcomes in everyday life
• Why “luck” is often a reflection of strategy and awareness
• The three E’s framework that balances fairness, function, and simplicity
• How to make smarter choices when competing for limited opportunities
• Why timing and transparency matter more than you think
• The psychology behind “settling for silver” and why it often leads to better results
• The new reality of AI in job applications and how to stand out
• Three practical steps to become lucky by design

Why This Conversation Matters

We all want to feel like our effort counts and our choices matter. Yet so much of life can seem driven by chance. Judd Kessler’s work turns that assumption upside down. He shows that when we start seeing the systems behind our opportunities, we reclaim agency over how we move through the world.

This episode will help you rethink luck as something you can participate in rather than something that just happens to you. It is a guide for anyone who feels stuck, overlooked, or out of control and is ready to understand the hidden economics that quietly shape every decision.

Practical Takeaways

• Recognize the hidden markets operating in your life
• Learn the rules that govern access and opportunity
• Identify your real preferences before chasing what everyone else wants
• Signal genuine interest instead of trying to be perfect
• Design your own luck through strategy, awareness, and preparation

The Hidden Economics of Luck

In Lucky by Design, Judd Kessler uncovers what he calls the hidden economics of luck — the unseen systems that quietly shape who gets what in life. He shows that success rarely comes down to chance alone but to how well we understand and play within these hidden markets.

From school admissions and job searches to dating and daily opportunities, Judd reveals how fairness, timing, and awareness can turn uncertainty into strategy. Lucky by Design helps readers see luck not as something that happens to them but as something they can learn to create.

Hidden Markets in Jobs, Dating, and AI

Kessler also explores “choose me” markets—places like dating apps or job searches where success depends on mutual selection. In these markets, clarity beats perfection. Instead of trying to look universally appealing, the key is signaling specific, genuine interest.

He notes that AI-written cover letters have eroded their power as a signal. To stand out, job seekers must create authentic human connections through networking, personal outreach, or in-person events—signals that AI can’t fake. This mirrors how decorated envelopes helped Grateful Dead fans get concert tickets: unique signals cut through noise.

Seeing Luck for What It Really Is

“Most of what we call luck is actually the product of rules we don’t see and systems we don’t understand.” — Judd Kessler

To Kessler, the first step to changing your luck is realizing you are already in a race. Many of these markets reward speed. He tells the story of trying to book a table at The French Laundry, where reservations opened at a specific moment and vanished within seconds.

If you do not know the race has begun, you cannot win it. The same pattern plays out in college admissions, job applications, after-school programs, and ticket sales. Awareness becomes power because it allows you to act with intention rather than frustration.

Once you recognize the race, the next step is learning its rules. Judd describes three key forces that shape every hidden market: Equity, Efficiency, and Ease. Some systems prize fairness, others focus on making the best use of resources, and many aim to keep things simple for participants.

This is why some markets rely on lotteries, waiting lists, or matching algorithms instead of money. Understanding which of these principles drives a particular system lets you develop smarter strategies and stop leaving your success up to chance.

And finally, Judd reminds us that “silver is underrated.” Everyone reaches for gold—the best school, the dream job, the prime reservation—but those options attract the toughest competition. Sometimes, aiming for your second choice first leads to far better results. When Judd tried to reserve that table at The French Laundry, he went straight for the ideal time slot and missed it.

By the time he turned to the earlier one, it was gone as well. If he had chosen silver first, he would have succeeded. The same logic applies to college applications, job searches, and even relationships. It is not about lowering your standards. It is about recognizing how the system works and playing the game with clarity and purpose.

RESOURCES FROM THE SHOW WITH JUDD KESSLER

Please note that some of the links on this page (books, movies, music, etc.) lead to affiliate programs for which The Passion Struck podcast receives compensation. It’s just one of the ways we keep the lights on around here. Thank you so much for being so supportive!

1. Judd Kessler’s Site and Social HUB
2. *Free companion tools on The Ignited Life (Substack): theignitedlife.net
3. *Passion Struck Network: creator-first shows built around mattering, not metrics—passionstrucknetwork.com
4. *Apparel with a message: StartMattering.com — “You Matter. Live Like It.”

About Today’s Guest, Judd Kessler

Judd B. Kessler is the inaugural Howard Marks Endowed Professor of Business Economics and Public Policy at the Wharton School of the University of Pennsylvania. He is a celebrated teacher and speaker whose research on market design, fairness, and behavioral economics has appeared in major outlets such as The New York Times, The Wall Street Journal, Harvard Business Review, NPR, and Freakonomics.

His first book, Lucky by Design: The Hidden Economics You Need to Get More of What You Want, explores how luck can be understood, designed, and improved through smarter choices and greater awareness.

Next Steps

You can listen to this episode on Apple Podcasts, Spotify, Amazon Music, Google Podcasts, or YouTube. Don’t forget to explore our Passion Struck Starter Packs on Spotify for curated playlists that will help you dive deeper into topics like anxiety relief, resilience, and mental health mastery.

If this conversation with Judd Kessler on energy field resonated with you, please share it with a friend, leave a review, or post a screenshot on Instagram and tag me @john_r_miles. Your support helps bring these life-changing conversations to more people who need them.

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