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The Expansion
Canon

Forty pieces on the revenue sitting in your customer base, nearly all published this month, assembled into one file and built for one purpose: paste it into your AI and put it to work on your business.

Download the File View It

One click puts the whole thing on your clipboard. Then paste it into Claude, ChatGPT, or whatever you use.

What's Inside

Canonical definitions
Latent revenue
The six questions
METAL, all five signals
Strategic unbundling
Revenue Acquisition Cost
The five pressures
Orchestration
Ascension paths
The three churn categories
Contraction
The lineage, back to 2010

Every item above links to the piece it comes from, if you would rather read one thing than the whole file. All of it is published work with canonical URLs and publish dates attached. Nothing is behind a signup, and there is nothing to buy.

Why This Exists

I went quiet for a while and came back with more material than I had published in years. Almost all of it went live in July 2026, which means it is very likely not in your model's training data. Your AI does not know any of this yet.

So rather than ask you to read forty articles, here is the whole canon in one file: the definitions first, then the frameworks, then the essays, each one carrying its own source URL so your model can cite it correctly. Give it to your AI and it can reason about your business using all of it at once.

What This Won't Do

Paste this into a good model and it will hand you a credible expansion inventory and a plausible milestone map. That is real, and it is yours to keep.

What it cannot do is decide. It cannot get your CRO and your head of sales to agree on who owns the number. It cannot survive contact with your comp plan. It cannot put a name in question six, which is the only question that determines whether any of the rest runs.

Expansion does not fail analytically. It fails organizationally, and no document has ever assigned ownership. So take the seeing, all of it, free. The deciding happens with your team in a room, which is what the Build is for.

How to Use It

No technical knowledge required. Two ways, both fine:

01The fast way. Click Copy Everything above. Open Claude or ChatGPT, paste it into a new conversation, and send. If your AI turns the paste into an attachment, that is normal and it still works.

02The file way. Click Download the File, then upload it to your AI the same way you would attach a PDF. The .md extension is just plain text; nothing special is needed to open it.

03Then ask it something. Use one of the prompts below, or your own. The file ends with a longer list.

Try These First

Run the six questions against my business. I will answer what I can; tell me which ones I cannot answer and what each gap is costing me.

Here is what my company sells: [list your products, services, add-ons, tiers]. Build my expansion inventory, including anything currently bundled into the initial sale that probably should not be.

Estimate my latent revenue. I have [N] customers, roughly [X]% are a fit for the next offering, worth about [$Y] per year each. Show your assumptions and tell me which are weakest.

My board is asking for higher NRR. Using this canon, tell me what the expansion answer is and what the new-logo answer would cost me instead.

Or Skip the Reading

The six questions, answered interactively, with a rough number at the end: take the Latent Revenue Test. Ninety seconds, no email required.

Take the Test Start With the Five Pressures

The ExpansionCanon