“Sweat is a really good example… I'd not been very consistent in it and I really wanted to see a difference, and they had all these programs that each time I could go from beginner intermediate advanced and really feel like I was getting to a next level… What is it that's going to lose them, and that's where your churned customers are so important to speak to.”

Watch for evolving jobs — boredom is the signal a JTBD has been outgrown

Long-term subscribers' jobs evolve — a recipe app that felt inspiring becomes repetitive once cooking skill grows. Build explicit ladders (beginner → intermediate → advanced) like Sweat does, and interview churned power users specifically about what stopped feeling fresh. Boredom = JTBD outgrown, not feature gap.