[Dwolb]

Every business basically has 4 ways revenue increases or decreases month over month.

New customers spending new money (net new)

Current customers increasing spend (expansion)

Current customers decreasing spend (contraction)

Current customers leaving (traditional churn)

Net negative churn means when you add up the bottom three, revenue has increased.

Another way to say it is you don’t have to add new customers to keep growing revenue.