Experiment Log #7: The Subscription of Anxiety—Do Not Sell 'Peace of Mind,' Sell Endless 'Deficiency'

The world's most brilliant business professionals are desperate to identify their customers' 'pain' and 'solve' it with their own products.

'With our service, we will deliver absolute peace of mind to our customers.'

'Once you implement this tool, you will never have to worry about this problem again.'

This is a very beautiful, and fatally foolish, approach.

This is because a 'customer whose problem is completely solved and who is fully at ease' no longer has a reason to pay you. Perfect problem-solving is equivalent to a suicidal act of cutting your own throat.

The ecosystem that generates abnormal LTV in the nightlife industry never lets customers feel 'at ease.' They are not selling solutions. They are selling intentionally generated 'anxiety' and 'deficiency,' along with the temporary painkillers that accompany them.

[Chapter 1] The Prohibition of 'Healing': Keep the Patient Tied to the Bed Forever

In the previous log, I explained an architecture where the customer is given the role of 'doctor (mentor)' and the system side plays the 'incomplete patient.'

There is one thing you must absolutely never do here. That is for the 'patient to fully recover.'

What happens if, as a result of the customer (the doctor) pouring in their time and money, the staff (the patient) grows perfectly and becomes an independent being with no worries?

The customer will be satisfied, thinking 'my role is finished,' and will leave the establishment.

That is precisely why the system must alwaysgenerate new deficiencies (noise). 'I'm not making enough sales and I'm about to lose my ranking,' or 'A new rival has appeared and I feel like my heart is breaking.' You must reopen the healing wound yourself and instill in the customer a powerful fear of loss, the feeling that 'if you aren't here, I'll fall apart again.'into them.

[Chapter 2] The Formula for the Subscription of Anxiety

They are not paying money because they 'want to be happy.' They keep paying because they are 'afraid of losing their current status or the value of their own existence (their role as a doctor).'

I define this insane retention model with the following formula.

I want you to focus on the denominator. The 'sense of security (painkiller)' you provide must never last long.

Once you provide an overwhelming sense of superiority for one night, the next day you must plunge them back into paranoia (obsessive anxiety) that 'at this rate, she (or my place here) might be taken by another customer.'

The smaller the denominator (the sustainability of peace of mind), the more frequently the customer will repeat high-priced transactions (purchasing painkillers) to negate their anxiety.

[Chapter 3] Application to Subscription Businesses

This 'architecture of anxiety' is embedded deep within every modern recurring billing model (SaaS and subscriptions).

Excellent services with low churn rates do not say, 'Use this and you will be safe.'

They subconsciously plant a fear of falling behind (FOMO: Fear of Missing Out) by implying, 'The moment you cancel this, your competitors will outpace you with data,' or 'If you leave this community, you will never again be able to access information from the front lines.'

Humans feel approximately twice as much pain from the 'fear of losing what they already have' compared to the 'joy of gaining something new' (Prospect Theory).

The night system is merely leveraging this human bug to its absolute limit.

A Decree from the Abyss: Have you 'cured' your customers?

True control is not about making the other party happy.

It is about creating an eternally unfillable hole in their heart and making them believe that you alone hold the piece to plug it.

Now, I ask you, the managers and marketers.

Are you being too earnest and 'completely solving' your customers' problems?

If you are worried about customers leaving, stop selling 'peace of mind' starting today. Instead, plant an elaborate 'seed of anxiety' in their hearts.

Pavlov's Evil Spirit

[Postscript: To the Observers]

Thank you for always reading my experiment logs. I intend to distribute the audio of these experiment logs on a podcast soon.
Look forward to it.