SAVA Media

An active customer is somebody who buys often enough that the business can count on them, and no business can count its active customers until it has set that standard.

A good product does not bring customers on its own. Getting customers has to be built like anything else, running on set days with somebody responsible and a number checked monthly.

Build the product until customers come back on their own, then spend on marketing. Marketing a product people abandon only sends more people to the same experience.