Procrastinate
The renewal email arrives. You see it. You archive it. "I'll handle it later," you tell yourself, confident in the illusion of infinite time. The email joins a graveyard of good intentions.
Duration: 30–60 days before expiration
A Leadership Framework for Domain Management
Procrastinate. Postpone. Panic.
The three-stage journey every leader takes before finally renewing their domain. Don't let it expire on your watch.
⚠ Your domain expires in 14 days
⚠ Did you check your registrar email?
⚠ That reminder you snoozed? It was important.
⚠ Someone is waiting to buy your domain
⚠ Your domain expires in 14 days
⚠ Did you check your registrar email?
⚠ That reminder you snoozed? It was important.
⚠ Someone is waiting to buy your domain
The PPP Framework
THE THREE STAGES
Postpone
A second reminder appears. Perhaps a third. You acknowledge the task exists. You add it to a mental list. You tell yourself it's handled. It is not handled. The calendar marches forward.
Duration: 7–30 days before expiration
Panic
The website is down. Emails bounce. Customers can't find you. The domain squatters have arrived with their $5,000 buyback offers. This is the moment of reckoning. This is PPP.
Duration: D-Day and beyond
73%
Leaders who "meant to renew"
$12K
Avg. cost to recover expired domain
4.2
Reminder emails ignored
100%
Preventable with auto-renew
"I thought I had more time. We always think we have more time. Then one morning, my entire company's digital presence belonged to someone in a country I couldn't pronounce."— Anonymous Fortune 500 CTO, 2023
THE ANATOMY OF A LAPSE
Day -90
First Warning Ignored
The registrar sends a friendly reminder. You're busy. You're always busy. The email gets a star and a promise: "I'll get to this."
Day -30
Urgency Dismissed
The subject line now includes the word "URGENT." You've become numb to urgency. Everything is urgent. Nothing is urgent.
Day -7
Final Notice Buried
Red text. Exclamation points. Your registrar is practically begging. The email lands between a newsletter and a meeting invite. You'll definitely do it tomorrow.
Day 0
The Reckoning
Your phone is ringing. It's everyone. The website is gone. The panic phase has officially begun.
BREAK THE CYCLE
The PPP method is not a strategy. It's a cautionary tale. Enable auto-renew. Check your registrar. Do it now, while you're thinking about it.
Check Your Domains →