At Moz, we tried to expand into multiple products, selling to audiences outside our core, long before we had the momentum, viability, or traction on our initial product, Moz Pro. Our churn rates were the clearest indication of a still-immature product, but we foolishly took our focus and investments off that product to buy, build, launch, and support others, hoping the brand association and reach would enable faster growth with new products.
