In general, any action that is taken in the hopes of raising future revenue can also be considered an investment. For example, when choosing to pursue additional education, the goal is often to increase knowledge and improve skills (in the hopes of ultimately producing more income).
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Investment in professional development is not the cost . It's an investment.
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In this part of the model, the user is asked to do a little bit of work. This is the phase where: 1. the odds where the user will make another pass through the hook model will increase, and 2. the user's brain is swimming in dopamine so the company is now letting up pay for that dopamine.
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