Even in a chaotic year like 2020, we have so much to be thankful for.

At 40 Parables, we’re grateful for so much – God, family, team, clients, friends, challenges, and more!

But one particular couple that’s often overlooked is the unsubscriber and his data.

The lessons they teach us are perhaps our greatest source of learning and our best direction for change.

In a recent survey of subscribers to this daily blog, we learned so much about why people read our blog daily v 2–3 times a week v just once a week.

I realized that we always look to happy customers for learning and a positive NPS (Net Promoter Score), while forgetting that the greatest improvements can be unearthed from the unhappier crowd. 

Yet, our standard unsubscribe form has a few regular options that never leverage it as a learning moment. 

Today, I’m grateful for those unsubscribers who spare precious time to teach us on their way out as well as the marketing leaders who lead the way in, listening and learning from them.