I think in the author's phrasing, you'd minimize churn by maximizing the value proposition of your offer for customers looking at renewal or cancellation. I kn

I think in the author's phrasing, you'd minimize churn by maximizing the value proposition of your offer for customers looking at renewal or cancellation. I know it's popular to think of customer acquisition and customer retention as entirely separate topics. Tilt your point of view just bit and with a subscription service you're really acquiring not one or even two kinds of customers. It's three. In one instance, you're acquiring fresh customers who aren't familiar yet with the product class and are getting started. In another, you may be luring customers away from other, similar services. Finally, come renewal time you're sort of reacquiring your existing users. The decision the customer makes in any of these scenarios is different from the other two. It's still your job to get as many potential customers to decide on your offer in each of them.