Cancellations always overtake marketing. The metaphor here is a leaky bucket where you're adding water to keep up with the leak. Except the leaks automatically increase. There's this maximum size you could ever be - it's when churn equals growth.

as you grow. Right? So cancellations always overtake marketing for this reason. Like, the metaphor here is a leaky bucket where are you adding enough water to keep up with the leak essentially? Right. Except the leaks automatically increase, and that's what people don't appreciate. Mhmm. Because it's a percentage of your entire customer base. Yes. So we say when in marketing, we say things like, I'm adding a 100 leads a month. But in cancellations, we say 5%. Why do you say percent? Because it's based on your size. And it's exponential. It's what 5% is, an exponential. And and so there's this maximum size you could ever be. It's when churn equals growth. Right? Like, that's that's the math. So how would you compute that? It's It's actually quite simple because let's say you have this 5% per month just take a number.