In 2013, I took an experimental course on deliberate practice that Cal Newport and Scott Young were developing. In the email announcing the course, Cal warned: “If … you’re expecting guaranteed results, this pilot might not be a good fit.”
It’s a standard marketing technique for products and services to promise guaranteed results. But that’s not really what they’re promising. They may be willing to refund your money if you’re not satisfied, or even throw in a gift card. But that’s not really what you want. You want those results you were promised. Rather than relying on a guarantee that is limited to the purchase price, what if you could make your own guarantee?