There is a sense to this but it depends on the kind of business you're in. The more novel your business is, the more the customer will need to try it out before they are convinced it's good value. Similarly, where you are delivering the same thing every month (like a vpn service) the customer can be easily convinced that the next 11 months will deliver the same value, but where it's a new thing every month (entertainment, education, information) the customer will need several months to decide that your value is consistently delivered. And the worst case is where, like a dating app, or therapy, you are selling the prospect that it might work, but each additional month is evidence that it's not working.
