I used to obsess over subscriber numbers.
Open rates. Retention curves. The dreaded unsubscribes.
I thought if I just delivered enough value, stayed consistent, and gave people what they wanted, they’d stick around.
But they didn’t.
Not always. Not predictably.
And that used to really sting.
Until I realised this:
👉 I was chasing the wrong kind of loyalty.
What Mary Portas Taught Me About Loyalty
Mary Portas talks a lot about the Kindness Economy—and in one of her recent videos, she said something that stopped me cold:
“Beware of lazy loyalty. It does more damage than good.”
And suddenly, so much made sense.
That ache when a subscriber leaves after a freebie.
The energy drain of over-giving to people who were never really committed.
The guilt I felt for not “retaining” everyone.
Lazy loyalty feels like success—until it doesn’t.
Because when it snaps, it snaps hard. And it always takes your confidence with it.
