The gym membership guy wants to lock you into a contract.
The personal trainer wants to change your life.
One of them is building a business. The other is building people.
Your customers don't want to be sold. They want to be served. They don't want to be pitched. They want to be understood.
The subscription economy isn't about extracting more money from people. It's about creating more value for people, more often.
Customer lifetime value isn't a number on your spreadsheet. It's a promise you make every month.
When you optimize for the lifetime, the transaction takes care of itself.
When you optimize for the transaction, the lifetime disappears.
The old playbook: Find a customer, make a sale, find another customer.
The new playbook: Find a customer, make them successful, help them tell their friends.
One scales. The other doesn't.
Which salesperson are you?
