You raised prices 7%. Nobody left.

Zero churn after a price increase feels like vindication. It is actually four different stories, and only one of them is good news.

By Steve 5 min read
Abstract bridge artwork for You raised prices 7%. Nobody left.

The increase went out in January. Everybody braced. The sales team predicted a bloodbath, the operations director drafted a retention script, and the founder slept badly for a fortnight. Then nothing happened. No cancellations, two mild emails, one customer who asked for a call and stayed anyway. The relief is understandable. The conclusion usually drawn from it, that the price was right and the worry was overblown, is where the money gets lost. An absence of reaction is genuinely informative, but it is ambiguous information, and the four situations it…

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