The DRIFT Framework explains how successful companies can become irrelevant and unprofitable by slowing drifting away from their customers. The five reasons companies move away from customer-centricity can be understood through a single acronym: DRIFT. D - Device Dedication (falling in love with your product instead of the problem) R - Revenue-Induced Complacency (mistaking revenue and ARR for loyalty) I - Insulation from the Customer (bureaucratic distance replaces genuine intimacy) F - False Signals (measuring satisfaction instead of relevance) T - Top Customer Trap (serving your best existing customers of the past while customers with lower switching costs migrate to solutions more aligned with the evolving trends of the future) This framework first appeared in the book MOAT Stacking by Dave Sattler in the Aggressive Authentic Alignment section.