Building a loyalty tier programme that doesn’t cheapen your brand
A loyalty programme built around discounts creates discount-dependent customers. Build around value and belonging instead, and you get something far more durable.
Growth
Growth levers, experimentation, and scaling strategies
8 posts
What scaling acquisition across multiple markets taught me about lifecycle thinking
When you run acquisition across multiple markets, every weakness in your post-acquisition lifecycle gets amplified. That's not a problem — it's a diagnostic tool.
Measuring advocacy: metrics that actually matter
Most teams use NPS as a proxy for advocacy. It isn't. Here's what to measure instead — and why it changes how you invest in your best customers.
The true cost of a lead: a lifecycle perspective
Most acquisition teams optimise for cost per lead. Lifecycle teams know that's only the beginning of the calculation.
Organic vs paid: when lifecycle thinking changes your channel mix
Stop comparing channels by cost per lead. Start comparing them by cost per retained customer — the answer will change everything.
The acquisition channels nobody is measuring correctly
Your best acquisition channel might be your worst retention channel. Here's how to tell the difference.
From satisfied to advocate: the loyalty gap most brands ignore
Satisfaction is not loyalty. And loyalty is not advocacy. Most brands confuse all three — and leave their biggest growth lever untouched.
Building a referral program that doesn’t feel desperate
"Invite a friend and get 10% off" isn't a referral strategy. It's a coupon with extra steps. Here's how to build referrals that feel natural and actually convert.