Negative Churn
Negative churn is when expansion revenue from your existing customers outweighs the revenue you lose to cancellations and downgrades, so your customer base grows in value even if you never add a single new customer. It's the holy grail of subscription businesses, because it means a cohort you acquired once keeps getting more valuable over time rather than decaying.
The reason this is so powerful for a founder is that it changes the maths of the whole business. With ordinary churn, you're running up a down escalator, replacing lost revenue just to stand still. With negative churn, your existing base compounds on its own, and every new customer adds to a foundation that's already growing. It's the difference between a leaky bucket and a snowball. You get there by combining low cancellation rates with strong expansion, usually via usage-based or seat-based pricing that scales as customers succeed.