The Efficiency Trap: How Obsessing Over CAC and LTV Kills Your Brand
By Dean Waye & Alan Gonsenhauser In today’s boardrooms, two metrics dominate the conversation: Customer Acquisition Cost (CAC) and Lifetime Value (LTV). These numbers are everywhere, in pitch decks, budget forecasts, and quarterly reviews. On the surface, the logic is irresistible: acquire customers for less than they’re worth over time, and you’ve engineered growth. But […]