Churn. Value destruction & loss

How to fight it with metrics

What if we turn an altitude map (a tree of metrics that influence each other) on its head? We get a depth map of negative metrics we try to combat to fight churn.

• Value Loss instead of Value Capture

• Value Destruction instead of Value Creation
  

Looking at your product in this way can be quite interesting.

Let's look at "churn" the same way we look at revenue:

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