The machine
Layer 4: Perception
Two clocks, and the second one produces the next purchase.
VVR is the speed at which a customer perceives and realizes value. That's two verbs, not one, and they come apart. A customer can be getting exactly what they bought while nobody on their side has noticed, and that customer will never expand. Milestones are the markers. VVR is the speed between them.
In this layer
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Building the customer a tool was hard two years ago and takes an afternoon now. Most of them underperform for the same reason: a tool fixes whether the customer CAN do the thing, and the constraint was almost always whether they would.
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A dashboard turned bright red because a product was selling fewer units in the off-season. The tool was announcing its own failure and the alarm was false. Whatever you put in front of a customer becomes the most important thing to them, and those two things come apart constantly.
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A customer signing at one number is worth considerably more than that number, and how much more depends on a speed most companies never measure. Underwrite acquisition at the first order and every downstream decision runs against roughly two-thirds of the truth.