My second article published in Forbes. An excerpt:
The House of Anti-Acquisition is a strategic framework designed to help marketing leaders drive sustainable and profitable growth by minimizing advertising waste and prioritizing customer retention. At the heart of this approach lies a simple yet powerful goal: to maximize every customer’s LTV while striving for near-zero CAC. This delicate balance forms the roof of our house, sheltering and guiding all other initiatives.
The House of Anti-Acquisition is built upon 10 critical tenets, organized into three pillars and three foundations designed to help fundamentally reengineer your retention strategies.
