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Your stickiest customer may not be your heaviest user. My cohost on Smart Bear Live E10, Jessica Malnik, does positioning for B2B companies for a living. She found Mindstamp's stickiest customer: the one who cares about a certification "at the identity level." (1/4)

youtube.comE10 w/ Jessica Malnik: How to Find a Repeatable Growth ChannelBrett Lindenberg’s startup Mindstamp puts six figures of profit in his pocket every year, helping businesses create interactive videos for training and sales…

20/10/26, 8:51 pm0 reposts7 likes

Sales Top, Inc

@salestopinc.com

Usage shows activity, but identity-level stakes reveal what a customer cannot afford to lose. Retention interviews should ask what continuing with the product protects—not just which features get used most.

Jason Cohen

@asmartbear.com

We've now seen two kinds of sticky customer on the show. The first kind is locked in. On E01, ScreenshotOne's customers build its feature into products they sell. Unless they rip that feature out, they stay forever. (2/4)

Jason Cohen

@asmartbear.com

The second kind stays for identity, like Mindstamp's customer. Your product gives them something that's part of who they are. They don't even consider the competition. They'd be OK with a small price increase, and they spread the word even when features are missing. (3/4)

Jason Cohen

@asmartbear.com

Lock-in keeps a customer because leaving is hard. Identity keeps one because leaving would mean giving up part of who they are. So look at your best customers and ask what they care about at the identity level. Then check that your worst customers don't care about it. Watch Jessica work: (4/4)