<b>Churn: the leak in your bucket</b>

<b>Churn: the leak in your bucket</b>

Nobody warns beginners about churn, so let's fix that. Churn is the share of subscribers who cancel each month.

Picture your income as a bucket. New referrals pour water in; churn is a hole letting water out. You can pour hard, but a big hole keeps the bucket low.

1. Each month some subscribers leave.
2. That % is your churn.
3. You must add more than you lose just to stay flat.

Example: 100 subscribers, 5% monthly churn = 5 cancels. To grow, you need 6+ new keepers, not just 5.

<i>In plain English:</i> low churn means your old work keeps paying; high churn means you're refilling a leaky bucket forever.

Try today: when comparing two programs, ask each for their churn rate. Lower is quietly worth more than a higher %.