Explore the method in practice
M3 and M4 come from Step 1; with the revenue lever of Step 2, they select the posture.
M3 — Growth Curve
"The market's clock." Where is your category on the lifecycle curve? Select your stage.
Classify the category, not the company: a growing company in a declining category is in a declining category. M3 combines with M4 (Economic Value) and your revenue lever (Step 2) to select the posture; the most specific row of the selection matrix decides.
M4 — Economic Value
"The depth of the exchange." Classify by purchase logic, not by what you sell. Select your level.
The switching test. If the customer can switch suppliers at zero cost and zero learning curve, the offering is closer to Commodity; if switching requires substantial relearning or a relationship rebuild, closer to Service or Experience. Most companies overestimate their level: start from Product. M4 combines with M3 (Growth Curve) and your revenue lever to select the posture.
Revenue Equation
Year 0 is your real baseline. Year +1 is your scenario — drag the slider or type directly. Both stay in sync.
Select your primary revenue lever
Select a revenue lever above to activate the % sliders on its variables in Year +1.
One primary lever. Revenue = AOP × NT × ATV × 12; AOP is the Average of Period, NT the transactions per customer per month. Slider and number field are always in sync. BOP of Year +1 is locked to EOP of Year 0 — it is arithmetic, not a choice. % shown is the change relative to Year 0.
The tools illustrate Steps 1 and 2. The selection matrix is on the archetypes page; your posture and its ten role slots, in the Quick Assessment.