TWELVE POSITIONS

A pitch tells you what it can do. A position tells you what would prove it wrong.

Each position links to the chapter that argues it. That chapter ends with the result, on your own file, that would prove it wrong for you.

1. The leak sits between the first order and the second, and a better channel won't close it.Your One-Time Buyers
2. Price a second order in dollars, never in repeat-rate points.What a Second Order Is Worth
3. Your entry offer is your retention program. Choose it on what a returning customer costs, not on cost per acquisition.Cost per Returner
4. Pull the order file before you build another flow. It decides what comes first.The Build Order
5. Time every reorder message to the interval customers keep, not the one on the label.The Kept Interval
6. Count the second orders that arrive while your team is on holiday. Grow that share before anything else.Structural Share
7. Every discount teaches customers what your price is.Margin Is a Retention Metric
8. Rank flows on revenue per recipient. Fund them on a holdout, never on attributed revenue.Attribution Isn't Proof
9. If a test can't expect ten conversions per arm, don't run it. Decide on judgment and say so.The Single-Digit Stop
10. One named person owns the second order and can change an offer without joining a queue.Who Owns the Second Order
11. Lead every budget ask with the forecast you'd defend, and label it a forecast.The Budget Ask
12. Never pay for an order you already own.The Doorway Rule