Customer retention beats acquisition: existing customers spend four times more and cost less to keep. Build recurring products and a value ladder so people buy repeatedly and increase lifetime value. Apple shows how product-driven anticipation keeps fans coming back.
Retention is a superpower in business. It's easier and cheaper to sell to existing customers than to keep finding new ones. That's just the math. They're actually more willing to spend more money, by the way, four times more money than a new customer. Great businesses have reoccurring products like membership, subscriptions, add ons. They have higher tiers increasing the lifetime value of the customer and fans who want the next thing. When you have a business that people just can't wait for the next thing to come out, like Apple for example, can I can't wait for the new iPhone, or the new AirPods, or the new Apple Watch or whatever it might be. You want to create a value ladder that they can climb and keep receiving value each step of the way and buying more and more products from you.
