Everything, free and ungated
LTV:Max Reference.
Four ways in. Look up a single term, read the machine in order, check a rule set, or read the argument the whole thing was built on. Nothing here asks for an email.
Terms
The vocabulary, defined once each. Every entry says what the term is, where it was staked, and what it gets mistaken for.
Latent Revenue
The gap between what your existing customer base should be producing and what it is producing.
Revenue Acquisition Cost
What it costs to acquire a dollar of revenue, wherever that dollar comes from.
Readiness Milestones
An observable point in a customer's progress after which something they could not use before becomes useful.
METAL
The five channels that signal expansion readiness: Milestones, Events, Them, Actions, Lifecycle.
Strategic Unbundling
Deciding what comes out of the front-end sale so it can be earned later at full value, rather than given away at signature to close faster.
The Expansion Inventory
Everything you already have that an existing customer could buy next, written down with what each item is worth.
The Four Levers of Company Valuation
ARR, LTV, CAC payback and NRR are the four inputs to what a company is worth.
Velocity of Value Recognition
The speed at which a customer comes to recognize value, which happens two ways: seeing credible potential before anything has been delivered, and seeing value that has actually accrued.
Time to First Value
How long it takes a customer to reach first value.
Behavioral Engineering
Designing the conditions that make a customer's next action more likely.
The Objection Breakthrough Formula
An objection is any time you ask a customer to do something and they do not: cannot, will not, too busy, no budget, waiting on someone else.
The Retention Ceiling
Retention is capped at 100 percent and cannot do anything else.
The machine, in order
The framework these terms describe. It reads as a sequence because it is one: you cannot run a later layer before an earlier one.
Premise
Why any of this. What the framework is built to operationalize.
Delivery
The precondition. Nothing above this works until this is true.
Inventory
What exists to be bought later, and what it is worth.
Path
The rungs, and what earns each one.
Conversation
Putting the next rung in their head before they arrive.
Perception
Two clocks, and the second one produces the next purchase.
Instrumentation
Why none of this is visible, and what to measure instead.
Stops
Why it does not get built, and what stops it.
Rule sets
Definitions and event rules you look up rather than read, with worked examples.
The argument
Where the framework comes from, before it was a framework.