The turning point was narrowing to a single customer segment and raising prices; everything before that was growth without retention.
- • First 18 months were spent on features nobody asked for (12:40)
- • Churn halved after they dropped two of three personas (38:05)
- • Paid acquisition only worked after onboarding was rebuilt (1:07:22)
- • Verbatim quote on why they turned down an acquisition (1:41:10)