“If you have fewer better customers you're going to spend less time trying to manage churn, spend less time just worrying about how tenuous your grasp is on these folks. What if the people that are really getting value out of it have to pay for the value?”

Fewer, Better Customers Beat a Crowd of Zombies Who Forgot They Subscribe

Alex Prasad argues that filling your subscriber base with low-intent users who barely remember the subscription is a liability, not an asset. Fewer customers who genuinely depend on the product generate more retention revenue, require less churn management, and give the team more confidence to invest in the product. The 80/20 principle — focus deeply on your real ICP — is his framework for building a subscription business that lasts.