DNS List Screens Customers

A systematic approach to screening and excluding certain customers from purchasing products/services, primarily focused on protecting both the customer and business integrity.

Core Philosophy of DNS List

• Highly selective about who can become customers
• Focuses on protecting financially vulnerable individuals
• Maintains business integrity by refusing money from unsuitable customers
• Prioritizes long-term customer success over short-term profits

Key Exclusion Criteria

• Credit card debt
  • Cannot join flagship/expensive programs if in credit card debt
  • Must pay off debt first before being allowed to purchase
  • Automatically banned if attempting to circumvent this rule

Reasons for DNS Implementation

• Financial pressure compromises success
  • People with debt often feel excessive pressure to succeed
  • This pressure reduces likelihood of achieving desired outcomes
• Ethical considerations
  • Prevents people from going further into debt
  • Ensures customers are financially stable before making large investments

Enforcement Process

• Initial screening
  • Clear communication about restrictions
  • Provide free resources instead (like book chapters)
• Active monitoring
  • Ban attempts to circumvent restrictions
  • Lifetime bans for violators
• No exceptions policy
  • Consistently applied across all cases
  • Maintains integrity of the system

Business Benefits

• Builds better and more profitable business
• Elevates brand perception
• Creates better customer outcomes
• Improves program success rates
• Establishes clear boundaries and expectations

Implementation Philosophy

• Similar to luxury brand approach (like Hermes with Birkin bags)
• Being selective about customers improves overall business quality
• Focus on long-term success over short-term profits