Archives for July 2015

Desired Outcome is a Transformative Concept

Também disponível em Português por Mathias Luz One of the most powerful concepts I’ve ever come across in business is the idea of the customer’s Desired Outcome. And if you’re thinking “one of the most powerful concepts in business” seems like a pretty hefty charge, you’re right; this concept has transformational properties. When I first […]

The Seeds of Churn are Planted Early

“The Seeds of Churn are Planted Early” is a phrase I came up with in early 2013, published shortly thereafter, and have said and used many times since. I wanted to go on record with that – BTW, if you see the term’s use outside of my work or that of Gainsight’s, maybe send them this […]

5 Situations When Massive Churn is Just Fine

The mantra of “grow at all costs” – that seems to include acquiring wrong-fit customers (those who aren’t your Ideal Customers), churn be damned – has popped up several times lately and my reaction to it is two-fold. First, I immediately thought how stupid this is and how it flies in the face of everything […]

5 Lesser-Known Ways Churn Hurts your Company

The common refrain by SaaS experts that think business is just a math problem is that if a customer stays long enough to pay back the cost to acquire them (the metric is called Customer Acquisition Cost or CAC), they became a “profitable” customer (“unit economics” don’tcha know) and everything is great. Just do more of […]

Podcast: Getting Inside the Minds of Your SaaS Customers

How do you define success for your SaaS customers? While it sounds simple, it’s not. Success is only achieved when your customers reach their Desired Outcome by their interactions with your company. But first, you have to understand what it is that your customers want to achieve — and that can take some work. I […]

The Fiction that Friction Improves Customer Onboarding

A few months back an article was published that talked about how this popular brain training game (I can’t remember what it’s called) made their onboarding process MORE complex – not less – and increased their active users by 10%. While the article was very clear on when to add friction, most of the discussion […]