Lucky by Design: The Hidden Economics You Need to Get More of What You Want with Judd Kessler

Lucky by Design: The Hidden Economics You Need to Get More of What You Want with Judd Kessler

Wharton professor Judd Kessler discusses his new book, “Lucky by Design: The Hidden Economics You Need to Get More of What You Want.”

Judd pulls back the curtain on the hidden markets that determine who gets what in everyday life. Unlike familiar markets, where what we get depends on how much we’re willing to pay, hidden markets do not rely on prices: you can’t buy your way into a better position. Instead, what you receive hinges on the rules by which the market operates, and the choices you make in them.

What are the tricks for getting reservations at the hottest restaurants, live-event tickets, job offers, and spots in elite preschools and selective colleges? What about finding a soulmate on a dating app or receiving a life-saving organ transplant?

Judd has spent a career studying and designing these very markets. Now, he reveals insights about how they work, how to maneuver in them, and how to tip the scales in your favor.

About Professor Kessler

Judd B. Kessler is the inaugural Howard Marks Endowed Professor at the Wharton School of the University of Pennsylvania. His research and writing have been featured in leading media, such as The New York Times, The Wall Street Journal, The Washington Post, Harvard Business Review, NPR, Hidden Brain, and Freakonomics, among others. He is a sought-after speaker and an award-winning teacher. His courses in Wharton’s Business Economics and Public Policy Department are popular among undergraduates, MBAs, PhD students, and executives. He received a bachelor’s degree, MA, and PhD from Harvard University and an MPhil from the University of Cambridge. His first book is LUCKY BY DESIGN: The Hidden Economics You Need to Get More of What You Want, which was released by Little, Brown Spark on October 14, 2025.

Program & Details

The evening includes a wine reception and for the first 25 attendees to sign up, a copy of Professor Kessler's new book.

Day and date:  Tuesday, November 18

Venue: 14372 Proton Rd, Dallas, TX 75244

Dress:  Business casual to professional

Parking: Self-park, surface lot at no charge - lots of parking!

Tickets 

Tickets include a wine reception and a copy of Professor Kessler's book (first 25 tickets only)

• Gold Members: $25/person 
• All Other Club Members: $45/person
• Non-members and Guests of Members: $60/person

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