Please take a moment and cast your mind back to how many people and businesses used to talk about ideas and practices before becoming commonplace.
Can you remember a time when money-back guarantees were not that common? Before their widespread adoption, many brands and leaders resisted their introduction, fearing that if they put them in place, then that would lead to a torrent of their customers knocking on their front door asking for their money back.
Now, the idea that a large number of customers would come rushing to the front door looking for their money back on
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