### The first obstacle businesses struggle with when switching to recurring revenue

- What you deliver must provide outsized value to your members
- It must not just be intellectual entertainment
- It must provoke your members to take action
- This way, they’ll want to keep receiving the benefits

### The biggest tragedy (and opportunity) in the business world…

- The mistake most people make is they do a great job at selling the subscription…
- But their quality of delivery is mediocre or out of alignment with what subscribers expected
- So the retention is very low.
- This is the biggest tragedy in the world: to be successful on the marketing side… and not to deliver what is expected