The journey to anything worth getting to is never linear.
When climbing a steep mountain, the trail turns into a switchback. On a sailboat, by going in a Zig-Zag, we can sail against the wind.
And even though we understand these things, yet we expect things to go always forward, always more; and when there is the slightest setback, we feel defeated.
In our subscription economy, this happens every day, several times a day, especially when we are topping out our market. Two more clients subscribe (yah!), one cancels (bummer!). I experienced this myself in a very humble way, while watching how I gain subscribers to this very newsletter, only to lose another one in a matter of hours. I was shocked at first, How could that be?, but I learned to live with it, and truly assume that people can have better things to do than to fill their inboxes with my rants.
And we all know that metrics are important, but this is why you have to stop staring at the revenue number, at the gauge, at the bathroom scale, at your 401K; and let things play out a bit.