Rob Snyder argues that a purchase is just the start of keeping someone around. By default, customers leave unless you actively engage them. The key is catching the exact moment they decide to cancel and understanding what makes them stay.
This is something that you wrote, uh, when, when a customer buys, we should assume they're not sold. They will, in other words, churn by default. Given this cold, brutal reality, we need to figure out what causes a customer to no longer be guaranteed to churn.
Yeah. So, so when a customer buys a product, that is not the finish line. That's the starting line. And so, uh, because right, like they're buying something. In hopes of accomplishing a project on their to-do list. What matters is, does, does what you're selling help them accomplish that thing? Or does it at least put them on the path to accomplishing that thing? And so the, the reason I'm writing about this is not because I wanna lecture people. It's because I'm really freaking guilty of this myself. Like, I'm gonna come up with random success metrics that if I logically prove to them, they will renew versus saying, Okay. The goal here is for them to renew. I need to understand what causes that to happen and assume that by default it will not happen. We have to, we have to just start with the default assumption that they will not renew. They will churn unless something happens. There's a light in, like, there's kind of like a light in their brain that says, I'm going to cancel this. And we need to figure out the moment that light turns off.
