Jacco van der Kooij (Winning By Design)

Recurring impact → Recurring revenue. (E.g. Uber: more about getting to a location vs buying a car).

• US culture is impact-focused.
• Recurring impact is the fundamental that leads to recurring revenue.

Discussion points

• You not only sell against budget and ROI, you also sell against priority. How important is your impact?
• Features can be determining elements but you don't measure impact feature by feature. All of it falls together under the umbrella of “impact”.
• At the end of onboarding, think about what the customer would want - high value → impact.
• Value is the promise of impact, impact is the realization of the promise of value.

Refer to the image above

• Left side (steps 1,2,3)
  • Where you're trying to get the customer.
  • This is what you need to set up in order to get to the recurring revenue.
  • Goes under COGS
• Right side (steps 5,6,7,8)
  • Where you're trying to keep the customer.
  • This is where your recurring revenue engine sits - start focusing on impact.
  • Goes under expansion & so.

Frequency is the inverse of time