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

1. A subscription should remove a chore, not add one.Wrong if your subscribers who skip or change their orders most often churn fastest.
   A Standing Order, Not a Trap
2. Revenue from subscribers who forgot to cancel is borrowed, and the law is calling the loan.Wrong if making cancellation easier raises your churn and your complaint rate doesn’t fall.
   A Standing Order, Not a Trap
3. Churn is lost subscribers divided by subscribers at the start of the month. A same-month ratio of cancels to starts is not churn.Wrong if your starts-to-cancels ratio and your month-start churn rate have always told the same story.
   Churn, Counted Properly
4. A subscriber is worth what they’d have spent anyway plus what the subscription adds, minus the discount.Wrong if your subscribers and your one-time buyers of the same first product have the same 12-month value.
   What a Subscriber Is Worth
5. The fight is at the first two renewals.Wrong if most of your cancellations come after the sixth order.
   The First Two Renewals
6. A declined card is the cheapest churn you’ll ever fix, because the customer never decided to leave.Wrong if failed payments are under a tenth of your lost subscribers.
   A Declined Card Isn’t a Goodbye
7. The save belongs inside cancellation, it matches the reason given, and it’s rarely a discount.Wrong if a discount saves more subscribers who are still active 60 days later than skip, pause or a cadence change does.
   The Cancel Flow
8. Judge a save on who’s still subscribed 60 days later, not on the save rate.Wrong if your saved subscribers stay as long as subscribers who never tried to cancel.
   The Cancel Flow
9. Never reward a behavior the customer controls and you don’t want, like abandoning or canceling.Wrong if a standing cancel-for-a-coupon offer doesn’t raise your cancellation attempts over the following quarter.
   The Cancel Flow
10. Winback needs a reason to come back, and a holdout to prove it worked.Wrong if a winback sent on a fixed schedule beats one sent at a launch or a season, measured against the same holdout.
    Coming Back