Most founders don’t have a churn problem—they have a value delivery problem

Most founders don’t have a churn problem. They have a value delivery problem.

I used to think cancel reasons were the issue. Then I watched users stop logging in long before they churned.

One customer signs up, gets one win, then disappears for 20 days. No follow-up. No habit. No reason to come back.

Where do you think retention really breaks first?