Sterling Proffer

The further from goods and services you go, the closer you get to ideology and belief. If it’s the case that the goods and services are a means to a different end rather than the other way around, the question is: what are you leading your subscribers towards?

The Adjacent Users are aware of a product and possibly tried using the it, but are not able to successfully become an engaged user. This is typically because the current product positioning or experience has too many barriers to adoption for them.

Until you recognize that they are adjacent users and commit to helping them, they will remain adjacent. They aren’t going to get there on their own. You have to be passionate about them and learn to view the product from their eyes. If you don’t focus on them, growth slows and your cohorts decay.

Building Habit—Not Page Views—Matters Most For Keeping Subscribers, Data Analysis Finds