Subscription businesses depend on habits. If subscribers adopt behaviors that use a subscription offering, they’re not going to cancel. Some habits have positive outcomes. People subscribe to Noom to eat better, to Strava to exercise more, and Masterclass to know more. But some habits have less positive or even negative…

Whenever I see a hot subscription story in the news, I post it on LinkedIn, with my thoughts on implications. Subscriptions were in the headlines constantly in 2022, so I had a lot to write about. Every organization wants predictable recurring revenue, and investors value subscription businesses more highly than…

Sometimes, the best way to launch a digital subscription is to launch a physical subscription first. Even if you plan to scale with a virtual business model, you can learn so much more about your customer value proposition, and messaging by starting the old-fashioned way in person. That’s the approach…

We can learn a lot from subscription businesses that experiment with different revenue models and personalization. Organizations with too many offers risk overcomplicating things with competing goals. I’m talking about companies with multiple revenue streams — different promotions, pricing options and tiers and/or a combination of subscription, one-off transactions, and…

How do you re-engage a sleeper? A sleeper is a subscriber who hasn’t been active in awhile. It seems like the sleeper may have forgotten they subscribed at all. Many subscription business owners like to let sleepers sleep — and keep paying — even when they’re not getting any value…

The single biggest source of churn might surprise you. It’s not a communications issue, or a product/market fit issue, or even an onboarding problem. The biggest driver of churn in most consumer subscriptions is what’s known as passive or involuntary churn. Involuntary churn is when a customer canceled due to…

Subscription is a tactic. Subscribers subscribe because they have an ongoing problem they wish to be solved or a goal they need to achieve. They believe that your business has the solution to their problem. And when you solve that problem, you are providing value. When you provide value, you…

You’re probably all familiar with LinkedIn Learning, formerly known as Lynda.com. It’s LinkedIn’s professional development platform. They offer more than 18,000 video courses available via subscription. There’s a huge range of educational topics covered — from how to use Adobe Aftereffects, to how to have difficult conversations, to the fundamentals…

We’ve spoken before on the show about the importance of Customer Experience in driving growth, with guests like Wharton’s Peter Fader, Gainsight’s Nick Mehta and Bain & Company’s Stu Berman. But today’s guest says you need to think beyond the customer. If you really want to accelerate growth, you need…