How to Position Your Expertise in Online Education: The “Us vs. Them” Technique)

  I was talking to Brian Balfour about retention and engagement, and asked him this question: “Should you try to retain people at the onboarding phase, or try to resurrect people who have churned and are now dormant?” You see, I’ve heard arguments for both sides, but when I told Brian this, here’s his response: Later he explained: “A non-practitioner will make all sorts of arguments as to why it’s better to resurrect churned users (they’re already exposed, it’s cheaper, it’s a large audience, etc.). But a practitioner knows from experience it’s always more valuable to focus on new or
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