The Importance of Ending at the Beginning

I really liked actually in the book where you brought up the whole idea of ends at the beginnings, ends at onboarding. In importance of affronting with the end, which sounds really hard when you're saying it like that, begin with the end. So I've come to a realization that we can do so much more with thinking about this aspect of the consumer life cycle. We have broadly like five different transaction models, a payment before delivery, payment after delivery, continuous observation or a scheduled payment. And some of those really load a bad ending.