A founder I know spent eighteen months obsessing over churn. Every week, a call with a churned customer. Every month, a post-mortem on cancellations. His product roadmap was basically a transcript of complaints. The product got better at the margins. Churn barely moved. What he never did, not once in those eighteen months, was call a customer who had been quietly paying full price for two years without ever filing a support ticket. That silent customer is where your real product is hiding. Th...

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