A lot of companies ask customers what they should do. But I’ve never seen a company ask customers what they should undo.
That is, until I read the last paragraph of Expensify’s latest newsletter (emphasis mine):
As always, I’d love to hear your thoughts — what we should do (or undo), how I can help, anything. I’ve almost finished responding to everyone from the last newsletter; hit reply and tell me what you think! Thanks for using Expensify, and I look forward to talking with you soon!
Founder and CEO of Expensify
Brilliant! David’s doing everything right. Easy to read plaintext newsletter, hitting reply goes right to the CEO, and a novel prompt for customers to suggest some control Z’s.