> But startups run on belief. Once you stop believing, the company is dead, even if the bank account isn’t. We had tried everything we set out to test. The data was clear: people weren’t switching. Grinding for another year hoping for a miracle wasn’t persistence; it was denial.

Big kudos to you for being honest with yourself. That kind of groundedness and self awareness is rare quality, and one I’d want in a leader of my company.