CHURN-DIAGNOSIS5 MIN READ
Place Your Churn Hypotheses on Impact vs Evidence
Prioritize churn hypotheses by both customer impact and evidence strength.
Do now High impact · High evidence Example: first-value milestone is consistently missed across recent cohorts and the data points to the same handoff. tl Test fast High impact · Low evidence Big if true, but still a hypothesis. Design a quick test before funding a full fix. tr Clean up Low impact · High evidence Real issue, but not the main driver of churn. Fix it after the vital few. bl Park Low impact · Low evidence Interesting story, weak proof, limited downside. Do not let it dominate the room. br Evidence strength Customer impact
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