Churn as a Swear Word

Most brands treat churn like a four-letter word.

But what if churn isn’t a bug? What if it’s...the business model?

That’s what I’ve been thinking about lately—and building around. Some of the most fascinating companies are designed to be deleted:

✅ Dating apps (Hinge: “Designed to be deleted”)
✅ EdTech platforms (you don’t re-learn how to not slice a golf ball)
✅ Real estate marketplaces (Zillow’s not banking on your fifth home)

These are recurring markets—not recurring customers.

I’m working on a startup in this space. Where customers don’t come back, and that’s exactly the point.

We help people solve an urgent, one-time problem. Fast.
👉 No power users. Just panicked users.
👉 No retention loops. Just reputation loops.

In these models:
✅ Speed > stickiness
✅ Search > sales
✅ Trust > features
✅ Market size > LTV

The playbook changes:
👉 Product is built for resolution, not retention.
👉 GTM is about timing, not loyalty.
👉 Ops are optimized for tight systems, not long journeys.

And if this sounds backwards...it might just be the future.