The spine
By business objective.
Every framework here serves a purpose. These are the twelve universal objectives a business can pursue — the shared language for asking, of any opportunity, which objective it primarily improves. Start from what you're trying to change; the tools follow.
12objectives
4 investor buckets The discipline is naming the primary one
Grow revenue
Sell more, to more, for more.
- 02 Increase revenue Increase the total money generated by the business.7 frameworks
- 03 Acquire customers Increase the rate and efficiency of winning new customers.8 frameworks
- 04 Increase customer value Increase the value from each customer relationship.4 frameworks
- 06 Expand markets Increase the total addressable market served.4 frameworks
Increase margins
Produce the same output for less.
Improve cash flow
Turn revenue into cash, faster.
Increase strategic value
Make the business harder to displace and easier to scale.
- 05 Retain customers Increase longevity and reduce churn.3 frameworks
- 10 Strengthen competitive advantage Make the business harder to replicate or displace.8 frameworks
- 11 Reduce risk Reduce exposure to events that could damage the business.6 frameworks
- 12 Build organizational capability Increase the ability to execute effectively in the future.3 frameworks