12. Behind the scenes: How I relaunched my membership

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?

Grab the State of the Customer Report FREE right here.

Generate 10 tailored-to-you survey questions FREE right here.

Join Retention Lab🧪, the community to help you b uild a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month .  Join here!

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

Check out my favourite CX tools and resources here.

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