everyone repeats "talk to your users" like it settles the question. i did it religiously for a year and still got blindsided by churn, and it took me too long to see why. the users who answer your messages, hop on calls, leave thoughtful feedback, are by definition your most engaged people. they like you. they're invested. so all your "customer research" is a long conversation with the segment least likely to leave. you're studying the survivors and writing a strategy for e...