“We originally used Greenlight like five years ago and it just wasn't there yet... and then recently I'm sitting at the pool with said fellow dad... I went and signed back up — like five years later I've been reacquired. It takes that long, it takes that long to build really great software. Five years to make a really great app.”

Five-year iteration: churned users come back when the app finally clicks

Greenlight bounced Crowley as a user on v1, then re-acquired him five years later via a peer recommendation. Don't expect a hit on launch, and don't read early churn as a death sentence. Churned users are not gone forever; if you keep iterating, your TAM includes a returning cohort that gets reacquired via word-of-mouth years later.