“If you notice that people are canceling and they're the same people who aren't using the product, it's probably not a pricing problem — it's probably a product problem.”

Low conversion is usually a product problem, not a price problem

Most subscription operators immediately jump to price cuts when growth stalls. But when non-users churn at the same rate as users, reducing price does not help — someone who gets zero value from a product will not pay any price for it. Diagnose the churn before touching price: is it awareness, onboarding failure, binge-then-leave behavior, or product staleness?