Root Mechanism
Why paid attention has a price, why positioning and differentiation compound, and the real economics of customer acquisition.
In this module
Why paid attention has a priceAttention is finite, substitutable, and sold in a real-time auction. Every paid channel's price is downstream of that one fact.Positioning and differentiationWhy occupying a distinct place in a buyer's mind lowers your cost of acquisition and raises what they'll pay you — and a real, unresolved dispute in marketing science about what "distinct" actually…CAC, LTV, and the economics of acquisitionThe ratio everyone quotes, where it actually came from, and why it's routinely misapplied to businesses it wasn't built to describe