In this behind-the-scenes episode, I share the real-life evolution of my membership, from Copy Confidence Collective to the newly relaunched Retention Lab.

This isn’t just a rebrand—it’s a strategic shift rooted in member feedback, gut instinct, and engagement data. I explore why I made the change, how I involved my members in the process, and what the new structure and focus look like.

If you’ve ever wondered whether it’s time to pivot an existing offer or felt drawn to evolve something that once worked—this episode is your permission slip to listen, adapt, and grow.

What we cover:

• Why I Decided to Rethink my Membership – What wasn’t working anymore and the questions I asked myself to spark the shift.
• The Role of Feedback, Gut Feelings & Engagement Data – How member insights, usage patterns, and timezone challenges prompted a rethink.
• How Copy Confidence Collective Evolved into Retention Lab – The new name, focus, and format that better reflects my passion and members' needs.
• What’s Included in the New Starter & Incubator Tiers – A full walkthrough of what you get, from monthly experiments to ongoing Voxer access.
• Takeaways for Your Own Offer Evolution – How to know when it’s time to change, what to look out for, and how to bring your audience along for the ride.

View the episode transcript here.

Where to from here?

Find out how you can get my strategic customer experience brain on your brand here.

Binge-listen to Mastering CX, the FREE private customer experience podcast with 24 bite-sized tips, tricks & strategies to create a REMARKABLE brand experience before, during and after the purchase. Listen FREE here!

Join Retention Lab 🧪, the membership for savvy online business owners determined to grow their revenue, referrals and repeat business without more marketing. Join here!

Check out my favourite CX tools and resources here.

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