This is a simple post that I hope changes your view of the world.
LTV underpins a huge share of operations. It’s how we determine who’s valuable, who should be retained, and whether we spent the right way acquiring someone.
But, it’s entirely missing a social component. For customers who also drive others’ spending, LTV missed some significant part of the picture. When we add what we call “Impact” to someone’s measurement, we get both their spending, and the spending they cause.
That’s what Full LTV means.
And once you see it, you can never unsee it. It changes your definition of who’s valuable, how much someone is worth retaining, and the true ROI of acquiring that person.
