PRINCIPLE 6

REVENUES

From Transaction to Subscription

In a transactional business, the person really is probably only going to come around once or maybe twice if you have a really high repeat order rate. But in a subscription business, you’re going to see them by definition, over and over and over and over again.

And you’re going to have an opportunity to impress them every single time. You’re in a relationship.

—John Warrillow, author, The Automatic Customer

DO YOU BOX? We don’t mean the sport with the big gloves. We’re talking about participation in a new business phenomenon: at a regular cadence, boxes full of carefully selected, novel, and delightful goods appear on your doorstep as if it’s Christmas morning.

The subscription-box industry ...

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