Eddie Hartman

But don't let those accounts start to rot and then lead to a cancellation because if you stop them at cancellation, it's too late.

During the period, remember that every person who leaves you has one thing in common, which is at one point they said yes.

They couldn't be leaving with you unless at one point they said yes to you.

Figure out what changed.

When you look at your customers, say, how do they go from good customers to risky customers to cancellations?

Is it about you?

Or is it about them?

And is it about the price or is it about the value?

It's very simple balance.

You can actually draw out a little grid.

Find yourself.

Where are the people living?

Somewhere in that grid, you're going to find this is where most people are.

Well, I love entrepreneurs, so I would say support your local bookstore if you can.

They're leaving because the price accelerated too high and you didn't tell them why.

Walk in.

If you don't see it, ask for it.

Right.

And they think they can get a better deal elsewhere in the market.

See if they've got monetizing innovation.