The Foundation is a six month online program for starting a software business from nothing…without an idea, coding skills, or funding. The program has been...View More praised by tons of well-known marketers & entrepreneurs & many of the program's students come out of it with full-fledged, profitable software businesses. There website is here: http://thefoundation.com Below, I'm focusing on a specific hook founder Dane Maxwell & The Foundation team have been using since 2013 to collect email opt-ins. It's based around a "word" proven to effectively generate curiosity. That word is "dangerous". Their headline reads "Do You Know The Most DANGEROUS Word In Business?". Notice how how it's in all caps. They understand that the word commands attention. People want to ensure that they're not endangering themselves & therefore become curious as to whether or not these hidden dangers are currently harming them. They also will feel more comfortable moving forward knowing that they can better avoid these dangerous paths. To make this Swipe Study more interesting I've included their original hook from 2012, "Do You Know The Most Important Word In Business?". Notice how this is positively-focused instead. The Foundation team actually continues to test one against the other today. Although "Dangerous" clearly worked for them, positively-driven messages should not be counted out as being just as worthy.