A practical look at how creating emotional safety shapes what people say yes to. Includes a self-check quiz and in-depth audit to help you identify what’s missing.

But here’s the thing: there’s actually a really simple number that can help you get some clarity. It’s not fancy. It doesn’t need a spreadsheet. But once I learnt it, I stopped overthinking every single decision. It’s called Customer Lifetime Value.

It’s not sexy. It’s not viral. But it’s what finally makes marketing feel less like chaos and more like a choice.