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Playbook.

28 posts filed under playbook, newest first.

  1. The Post-ATT Lifecycle Problem: What You Lost When iOS 14.5 Shipped, and Where the Revenue Went29% ATT opt-in is the permanent state. Win-back costs 5–7× less than UA. First-party lifecycle architecture that compounds without IDFA.9 min read
  2. Your Battle Pass Converts 40% Below Its Ceiling Because You're Pitching It Before the Player Proves They Value It66% of top-grossing games have a battle pass. The highest-converting pitch is post-first-free-tier, not season launch. Per-player live ops, not mass blasts.10 min read
  3. Ad Revenue Is Not a Side Channel: It's a Conversion Decision You're Making BadlyIAA/IAP ratio is a player-level routing problem. Rewarded video timing, ad fatigue, and ad monetisation interventions, not a mediation waterfall tweak.10 min read
  4. Your Game Has Five Payer Tiers and One Monetisation Strategy: That's the ProblemMinnows to krakens need different architectures. Dolphin cultivation, whale briefs, and why one strategy across five tiers is a revenue leak.10 min read
  5. 1.5% to 5% Free-to-Payer Conversion: Why the Gap Is a Timing Problem, Not a Price Problem77% of first IAPs happen in the first two weeks. The 1.5% to 5% conversion gap is timing: six conversion interventions, not a cheaper starter pack.10 min read
  6. Tutorial Completion Is Table Stakes: Meta-Loop Activation Is the D30 Retention Predictor F2P Studios Actually MissMedian D30 is 0.7%; top decile hits 4%. The gap is meta-loop activation: FTUE and retention interventions, not a better tutorial.11 min read
  7. The RM Can't Be Everywhere, But the System Can: The Premium Banking Intervention LibraryOne RM per 600–900 premium cardholders cannot absorb 40+ signal-driven moments. Seven intervention families with autonomous delivery.16 min read
  8. The 30-Day Pre-Renewal Window Is Already Too Late: The Premium Banking Retention PlaybookPremium card renewal decisions form at -90 days, not -30. The PB-REN and PB-DOWN intervention sequence that closes the gap between 82% and 91% renewal rates.10 min read
  9. A Declined Transaction Abroad Costs More Than You Think: The Premium Banking Trust Recovery PlaybookA $80 abroad decline is not the real cost: wallet reshuffling is. The five-minute trust recovery window and pre-trip prevention playbook.10 min read
  10. Cross-Product Attach Is Nine Moments, Not One Motion: The Premium Banking PlaybookBanks miss 40% of cross-sell opportunities by tracking one attach KPI. nine attach moments: each with its own signal, product, and routing destination.10 min read
  11. Benefit Utilisation Is the Only Renewal Metric That Matters: And Most Premium Banks Don't Measure ItCardholders who use 3+ headline benefits in 90 days renew at 1.7x. The utilisation gap is a delivery problem five interventions close.11 min read
  12. The 15% of Issued Premium Cards That Never Activate Are a Choice, Not a Fact15–25% of premium cards never activate. The 75–82% vs 85–88% gap is a sequencing problem: five activation interventions close it.9 min read
  13. Involuntary Churn Is Optional: The SaaS Payment Recovery Playbook Founders Ignore20–40% of SaaS churn is failed payments, not product dissatisfaction. Pre-dunning, intelligent retries, and the Day 1–7 recovery window that recovers 58%+.10 min read
  14. Champion Departure Is the Churn Signal Nobody WatchesChampion departure is a top-two B2B churn driver outside your product analytics. Three behavioral predictors and the 30–60 day vulnerability window.9 min read
  15. The 90-Day Renewal Motion Most SaaS Founders SkipRenewals are won or lost at day -90, not day -30. The 6-4-2 countdown framework, behavioral signals, and why QBRs arrive too late.10 min read
  16. NRR Isn't One Number: It's Five Levers: The SaaS Expansion Framework Founders MissMedian NRR is 101% in 2026, but top quartile runs 110–125%. Decompose expansion into five levers with distinct signals and 2–3x the expansion MRR.10 min read
  17. Activation Is Four Things, Not One: The Framework SaaS Founders Get WrongWhy single-event activation definitions cap you at 37.5% and how the habit window, threshold action, frequency, and context framework reaches 60–80%.10 min read
  18. Trial Conversion Is a PQL Problem, Not a Nurture ProblemWhy calendar-based trial sequences convert at 5–10% and how PQL routing reaches 15–25% on qualified accounts.10 min read
  19. Trust Moments Are Your Highest-ROI Retention Investment: The Six Interventions Most Brands Get WrongTrust moments: order confirmation, shipping updates, delay notices: outperform promotional retention. Six interventions most DTC brands skip.11 min read
  20. Win-Back Is a Sequence, Not a Campaign: The 90-Day Framework Every Growth PM NeedsDormant customers are sunk CAC. Win-back only works as a 90-day sequence with hard stops, not a single discount email.10 min read
  21. Loyalty Points Are a Liability. Here's How to Make Them an Asset.Unredeemed loyalty points sit on your balance sheet as a cost. Seven moments where execution, not program existence: determines whether loyalty compounds.10 min read
  22. Subscription Churn Isn't a Cancel Problem: It's a Cadence ProblemMost subscription cancellations are frequency mismatches, not product failures. Five lifecycle interventions timed to cadence, not the cancel button.10 min read
  23. First-to-Second Purchase: The Only Metric That Compounds81% of DTC customers never make a second purchase, yet second-to-third conversion exceeds 60%. First-to-second is the hinge your retention program turns on.11 min read
  24. The Cart Abandonment Lie: Why Discounting on the First Touch Is Quietly Destroying Your MarginsCart abandonment recovery fails when touch one leads with a discount. A two-touch framework, benchmark targets, and a diagnostic checklist for DTC teams.9 min read
  25. How to Write a Win-Back Email That Actually Works (With Examples)Win-back emails that work: timing, subject lines, copy, and CTAs that re-engage churned users: plus 3 real examples and the structure behind them.9 min read
  26. DTC Subscription Box Churn: Why Customers CancelDTC subscription box churn: why subscribers cancel at month 3, the four real reasons, and the behavioral signals that predict it before the cancel click.9 min read
  27. Reduce SaaS Churn Without a Lifecycle MarketerReduce SaaS churn without the $225K lifecycle marketer hire. A 5-step framework for autonomous detection, intervention, and payment recovery.10 min read
  28. How to Reduce Mobile Game Churn in the First 7 DaysTactical playbook for cutting day-1 to day-7 mobile game churn. Real-time signals, contextual interventions, and the manual workflow trap to avoid.10 min read