There are only a handful of reasons customers leave:

- Product
- Fit / Need
- Experience
- Price / Value
- State of Business
- Unmet Expectations
- Customer Ownership

(Yes, you can also have subcategories)

Each #SaaS company must develop for themselves the cability to identify, predict, and react appropriately to each risk type.

Beyond this, boards and investors want to understand two types of risks their companies face:

1. Systemic risks due to shifting competitive landscape or market dynamics (uncontrollable)

2. Execution risks due to how we are organized and operate (controllable)

I don’t want either type of risk, but I’ll take execution risk every day because I have the power to go fix it.

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