Steli Efti, serial entrepreneur and current CEO of Close, is no stranger to success. But in 2017, when his company focused all departments on understanding their customers better, they quickly realized they'd approach the problem from the wrong angle. Doing so derailed their product roadmap, led to lots of unhappy customers and increased churn. When they shifted focus, Close got their business back on track. Learn from Close on when saying no to your customers might just be the right move. For more content like this, be sure to subscribe to our newsletter at openviewpartners.com/newsletter.