Instructions
Churn is not a failure. It's a signal. Every user who leaves is telling you something about the gap between what your product promises and what it delivers. The founders who treat churn as evidence that the product is broken spend their energy on denial. The founders who treat it as a diagnostic tool use it to close the most important gaps quickly.
The first step is separating what you know from what you're assuming. Most founders have a theory about why users leave — the onboarding is confusing, the value isn't clear fast enough, a competitor is cheaper. The problem is that theories feel more certain than they are. Your job in this step is to distinguish the hard data from the interpretation, and to focus your energy on testing the most important hypothesis.
The most useful t...
