No matter what you believe about your business...
• what you think you do and how well you think you do it,
• who you think your ideal customers are, or
• what value you think you provide...
Customer churn is always there as a loud signal that what you believe is often DEAD WRONG.
Because churn is the ultimate pain signal in any business. Like your hand on a hot stove, it's there to alert you to grave danger. (Is there another kind?)
So if churn is the signal, then what is the danger?
The real danger is that our ideas about what we do and who we do it for never really get challenged. The failure to correctly understand what and who we are for is the true existential threat.
And customer churn is here pointing us to the truth, if we will listen.
Can you handle the truth?