Recently, I experienced the joy of a $25 all-you-can-eat taco place. Obviously, it behooved me to eat as many tacos as humanly possible. Five? Great. Six? Less great, but I felt like I had to keep going. The aftermath? Predictable.
The problem wasn't the tacos. It was that we didn’t really have a plan except to just keep adding more to our plate.
That's the lifecycle trap. A new ICP to target, let’s add a new flow. A new quarterly focus, a new sequence. Each new trigger adding to the journey, all sending in parallel with what you already have running. At some point the best intentions create a map so complicated that nobody knows what's actually driving value.
A lifecycle program isn't about more tacos touches, it's showing up at the right moment, solving a real problem, and quietly making itself part of someone's day instead of interrupting it (like the aftermath of too many tacos).
We want the lifetime value, not the quick win. That's what we're here for this week.
