Would you rather increase average revenue per user or reduce your churn?

That's the question we recently discussed with Vivian Allen, CEO at SigmaPro.

Her answer: reduce churn. Because churn is not just a spreadsheet problem. It is often a trust problem wearing a finance costume. Vivian explains that in industries like medical device manufacturing, switching suppliers is painful. Assets move. Validations get redone. Certifications get revisited. Everyone suddenly remembers why “simple transition” is one of business’s funniest phrases.

Reducing churn also applies to CEOs thinking about writing a book, since your book should not just help you attract new customers. It should remind existing customers why they chose you in the first place. The best books go beyond merely generating leads. They deepen trust, reinforce your point of view, and make your expertise harder to replace.

Check out more such insights in my bestselling business book Wisdom From Wizards at: https://WisdomFromWizards.com/s

Listen to Wisdom From Wizards on Apple Podcasts, Spotify, YouTube Music, Amazon Music, Audible, Castbox, iHeart, or your favorite podcast app.

#CEO #ThoughtLeadership #BusinessBooks #CustomerRetention #WisdomFromWizards