Invest more in prospects and customers that do good for others, help you get stronger at what you’re good at, or are good for you. Invest less in those that are less good.
We’re continually evolving our services and trying out new services, ratcheting up our current best thinking. We’re happy when customers help us build our strengths.
Obviously the first group, that can hire and pay you now, are the most valuable over the short-term. But the other two groups are often the keys to future success. We’ve built a systemic way of helping people at different levels from free articles to fairly priced books to online prep services to our full services.
Those that spend all their time doing pro bono work for customers doing good for others, by definition, are never going to make any money. If you don’t need money, fine. But if you do, pro bono customers can be part of your customer set - just not all of it.
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