Thirty days in, the metrics look fine. Ninety days in, a whole cohort leaves — and the investigation into why almost always leads back to a window nobody was watching. This episode covers why ninety-day churn shows up as a pattern, not an incident. We explain why early friction doesn't look like churn risk at the time. Why the handoff from Sales often sets the trajectory before CS ever gets involved. And which approach helps to actually move the number.