People Churn From Products, Not From Brands

Episode notes

This episode features an interview with Steve Rotter, CMO at DeepL, a global communications platform powered by Language AI. In this episode, Steve shares with us the power of a small uplift to your website when you see large scale website traffic, and the importance of pushing your point of view over your product features. He also dives into the value of brand in avoiding churn. Key Takeaways: Small changes to the website can have a small uplift, and when you are dealing with large-scale website traffic, that can have a big impact on the business. For large enterprises, don’t underestimate the value of small optimizations on the website. People churn products, they don’t churn from valued brands and communities. Make sure to invest in your brand accordingly. Explaining your POV over pushing your features, allows you to demonstrate the outsized impact of your product more effectively. Quote: Brand is critical. My general sense is, people churn from products, they don't churn from communities, they don't churn from brands with personalities that they enjoy.

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