Don’t learn the rules ​

If you already have, then forget them:

• Affiliates for agencies? Isn’t that just for physical products? No, that’s merely the rule.
• Retainers for plumbers? Isn’t that for SaaS or consultants? No, that’s merely the rule.
• Money-back guarantees for doctors? Aren’t they for infomercials? No, that’s merely the rule.
• One-time fee for perpetual service? Isn’t that only for non-recurring items? No, that’s merely the rule.

What if you broke all the rules?