Book map
How the 30 chapters collapse into a working system. Tools first; prose second. Source: Jim Novo — jimnovo.com.
Foundations (Ch 1–4)
ROI addiction vs “is a customer still a customer?” Behavior models beat demographic profiles. Two jobs: hold valuable customers; make less valuable ones more valuable.
Friction Model (Ch 5)
Customer base as asset portfolio. Current × Potential. → Friction Portfolio tool
Latency Toolkit (Ch 6–9)
Average time between events. Trip wires. Hair salon & B2B examples. Hurdle tracking after the wire. → Trip Wire · Hurdle Rate
Recency Toolkit (Ch 10–13)
Behaviorist roots. Recent = higher relative response + potential. Ad spend & retail examples. → Recency Dipstick
Advanced (Ch 20–22)
Multiple scores, LifeCycles over time, LifeCycle Grids as friction maps. → LifeCycle Grid
LTV (Ch 23–24)
Relative vs absolute. Define a LifeCycle before arguing with the CFO. → Relative LTV
Campaign ROI (Ch 26–29)
Test → response by RF → breakeven cutoff → discounts & subsidy/halo. → Campaign ROI Cutoff
Verticals & programs (Ch 25, 30)
Industry patterns + seasonality, inertia, program outlines. → Playbooks