A position says what would prove it wrong. Test each on your own customers.

1. Buyers who use the product early reorder far more than buyers who don’t, and part of that gap is yours to close.Wrong if your first-time buyers who used it in the first two weeks reorder at about the same rate as those who didn’t.
   Unused Product Doesn’t Come Back
2. Time to first use is the earliest retention number you can move. Measure it by cohort.Wrong if cohorts with a faster median first use don’t go on to reorder more.
   Time to First Use
3. Give one first move, not a manual.Wrong if a single-step insert card doesn’t raise the share who use it in the first week, compared with your full guide.
   The One Scripted First Move
4. A when-and-where plan helps most with one-time starts, and much less with routines.Wrong if a plan prompt lifts ongoing use as much as it lifts first use, against a holdout.
   If-Then Plans
5. The cue belongs where the product will be used, not in the inbox.Wrong if an email reminder produces as much first use as a physical cue in the box.
   Cues in the Box
6. Habits take months and form in a stable setting. Twenty-one days is a myth.Wrong if your customers’ usage is steady by week three and stays that way without any cue.
   How Habits Actually Form
7. Product education spread over the first weeks beats the same content sent in the first three days.Wrong if a spaced sequence doesn’t beat a stacked one on use at day 30.
   Spaced, Not Stacked
8. Asking a buyer about their plans changes their behavior a little, and the effect is smaller than the famous studies said.Wrong if a survey sent to a random half shows no difference in use or reorders against the other half.
   The Question That Changes Behavior
9. Build captivity from habit and low search costs first. Add switching costs only as value the customer keeps.Wrong if customers who can leave in one click churn faster than those who can’t.
   Captivity Without Resentment
10. Loyalty mostly follows size. First use gets you to your fair share of repeat buying, not far past it.Wrong if your repeat rate sits far above what brands your size in your category get.
    The Double Jeopardy Check