Stale Proof From Churned Customers
Type: warning
Stage: Stage 9: Community Proof
Difficulty: intermediate
Old screenshots and testimonials from customers who no longer use the product are a credibility liability. Proof should be reviewed quarterly and marked as current, stale, or retired.
Overview
Old proof can become a credibility time bomb.
Avoid when
You use screenshots, testimonials, or logos from customers who no longer use the product — especially if the product has changed significantly since the proof was captured. A churned customer's quote is no longer an endorsement; it is a misrepresentation.
Better signal
Review proof quarterly. Mark each asset as current, stale, or retired. Remove or replace anything from a customer who has churned, whose company situation has changed, or whose quote references a feature or version that no longer exists. Fresh proof from active customers is always stronger than archived proof from departed ones.