How can analyzing early customer churn provide the sharpest diagnostic insights for product-market fit?

Founders often view customer cancellations as an emotional failure and look away, but churn is your most valuable diagnostic mirror. When a customer churns, conduct a rigorous post-mortem to determine whether the problem was a product defect or improper qualification. More often than not, churn reveals that the user never had an unavoidable project in the first place, allowing you to tighten your ideal customer profile.