After a renewal invoice that hurt, I rewrote my own audit rules. Current draft:
- Two-year payback rule: if it has not had an offer, inquiry, or credible comp support in two years, renewal needs a written justification.
- One-weak-trait rule: renew the name only if it has no disqualifying trait (trademark risk, ambiguous spelling, dead TLD trend).
- Category-first rule: sell into a trend you can name in one sentence.
What rules do the rest of you actually apply before renewing? Not what you believe, what you do.
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