Flip it means that you 1. Consider whether the promised outcome can be described another way. If it’s described positively, is there a negative side to it? (For example, a “pass rate” can also be described as a “failure rate.”) The new description may sound fine to you, but it may not. Try it. 2. Consider not just the consequences of undertaking the Change, but the consequences of doing nothing. 3. Combine the two flips. When comparing the consequence of undertaking the Change (versus doing nothing), also be sure to make that comparison with the outcome flipped. That is, compare the Change to
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