Accountability is about one person taking responsibility. If two people are accountable for the same decision, no one is really accountable. — GLYN H… - Josh Kaufman

This mental simulation also gives me a shopping list: I’d need to invest in a flotation vest, helmet, and other safety gear. Now, instead of (1) raft river (2) have fun (3) don’t die, I have a concrete list of subskills to practice and actions to take to ensure I actually have fun, keep my gear, and survive the trip. Inversion works.

1. Efficacy — How well does it work? 2. Speed — How quickly does it work? 3. Reliability — Can I depend on it to do what I want? 4. Ease of Use — How much effort does it require? 5. Flexibility — How many things does it do? 6. Status — How does this affect the way others perceive me? 7. Aesthetic Appeal — How attractive or otherwise aesthetically pleasing is it? 8. Emotion — How does it make me feel? 9. Cost — How much do I have to give up to get this?

Reactivation is often a quicker, simpler, and more effective approach to increasing revenue than attracting new customers. Your old customers already know and Trust you, and they’re aware of the value you provide. You have their information — you don’t have to find them. Your cost of customer acquisition (a component of Allowable Acquisition Cost) is low — all you have to do is contact them and present an attractive offer.