The toolkit
Canvases, templates, checklists, worksheets and calculators to use today. Each one is built on a named framework, explained with its sources, and ready to fill in here, print or download. What you type stays in your browser.
Worksheets1
Questions to work through, one decision at a time.
Calculators2
The arithmetic behind a rule of thumb, with its source and its limits.
- The brand and activation split calculator: a starting point for the balanceEnter a budget and a context (consumer brands, B2B or financial services) to see the split between long-term brand building and short-term sales activation that the evidence suggests as a starting point: 60:40, 46:54 or 80:20.
- The customer lifetime value and acquisition cost calculatorEnter order value, orders a year, gross margin, expected years and acquisition cost to see a simple, undiscounted customer lifetime value, the ratio of value to cost, and the months it takes a customer to pay back what it cost to win them. After Gupta, Lehmann and Stuart's work on valuing customers.