Week 4 of 13 · Cohort One
Your constraint was past clients you stopped talking to. Everything below is ordered around fixing that first.
This week · due Friday
Not a newsletter and not an offer. One paragraph asking what changed, sent individually, from your own address. Pull the thirty from your own records — most recent lapse first, largest lifetime value first where it ties.
Your path · prescribed from the diagnostic
This week's material
Jay teaching it live at Redondo Beach, day one — 17 minutes, cued to the exact segment rather than the whole session.
Chapter 9 of Becoming an Exponential Entrepreneur, the pages that cover this directly.
Three worked examples from businesses that did this, including one where it did not work.
Brian's overview
Most people get this wrong by making it an offer. It is not an offer — it is a question, and the question has to be one you actually want the answer to. The businesses that recover the most revenue from a lapsed list are the ones willing to hear you got expensive or you stopped calling without flinching.
The guide
Every answer names where it came from — the deck, the chapter, the story, or the minute of the recording where Jay says it. If it cannot cite something, it says so rather than inventing an answer in his voice.
Your tracker
Commitments kept
3 of 4. One late, none missed.
Sessions attended
3 of 3.
Path complete
3 of 7 strategies.
The only number that counts here is what you finished. Started is not tracked.
What's next
Your pod · four people
Marcus reported nine replies from forty on last week's challenge and two of them bought. His note on what he changed in the wording is worth four minutes.
The whole library
Your path covers seven. The rest are open to you the entire time — deck, chapter, stories and recording for each.