What makes software 'sticky'?
Sticky software gives users a reason to log in every day. The most effective approach is building a daily action tied directly to your framework — a habit tracker, a daily lesson, a progress streak, or a single step from your methodology that takes only a few minutes to complete. Daily logins are the single biggest churn reducer Russell's team has identified through testing.
How is sticky software different from a membership course?
A course gets consumed once and then sits unused, giving customers little reason to stay subscribed. Sticky software keeps users returning to implement the framework, which creates a sense of ongoing value and dramatically reduces cancellations.
What is a real example of this working?
Russell's Secrets of Success membership had an average stick rate of 2.5 months. After adding the Driven 67 daily habit app — inspired by the 75 Hard program — retention extended significantly. The app required just one daily login to complete a step from the framework, and a simple streak counter created enough engagement to keep members from cancelling.
Does the software need to be complex?
No. Simple software wins. A daily habit tracker that requires one login per day to complete one step of your framework is enough to move the needle on churn. Complexity is not the goal — daily engagement is.
What tools can I use to build this kind of software?
Day 4 of the challenge covers three paths: Claude Code, Lovable, and Overskill. Overskill is available in beta inside Marketing Secrets AI and is designed for non-developers who want to build working software by describing what they want in plain language.