Michael Gants — CEO, Encore
Published:
It’s very different than an ad in that way because when you click the X… you’re not in the middle of something. You’re actually leaving. So there’s nothing that we’re disrupting.
What does Michael Gants say on The Agile Brand with Greg Kihlström?
Michael Gants, CEO, Encore, says: Encore CEO Michael Gants discusses the overlooked moment when users decline a subscription paywall and reframes it as an inflection point rather than a failure. He outlines an organizational blind spot where the 90% who say “not now” have no owning team, explains the instinctive psychology behind reflexive paywall rejections, and proposes partner-sponsored trials and in-session negotiations as a way to convert hesitation into engagement and revenue.
From: The Agile Brand with Greg Kihlström
Cite as: Michael Gants. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/michael-gants-its-very-different-than-an-ad-in-that-way-because-when-you