The attrition rate of members is actually much worse than anyone here thinks. They have been looking at a very specific set of data to review attrition, and that’s the percentage of members that are leaving. But those numbers are being thrown off by the big marketing efforts trying to get new people to sign up at high rates, which means that percen

But, if you aren’t being surprised by the responses when you ask for feedback, then you aren’t being curious.

It’s the perceived value that people care about, John. They don’t care about price as much as whether they feel they’re getting their money’s worth

the first question I get, the very first one, was how many people would be affected by the change. I told them I hoped everyone would—and immediately I could tell that answer scared them. The idea of actual change in the way we did business was terrifying.

Be just as curious about solving the problem as you were about figuring out what the problem was

Most existing processes inside of a company are structured to safeguard the company, which is at odds with innovation and trying new things.”

She toweled the one small bead of sweat off her face and continued. “The new management team was just not curious enough about the customers they inherited. They just assumed they were buying the customers when they bought the company. They thought they were really smart. Smart enough to know what people wanted, what they needed, but the thing is,

The Four Essential Curiosity Questions. They kind of require some explanation, but here’s the high level: One, what are our blind spots? Two, are we prioritizing the right things? Three, what can we test? Four, how can we engage others?”

pay for what we were offering, but finding out what else we could offer to address those tension points, the frustrations they had with their current limitations.”