The Power of Behavioral Sequencing

In this episode, we make the case that the gap between a customer's first and second purchase is the most consequential window in the entire customer relationship — where unit economics either flip from marginal to profitable, or the customer quietly churns. He walks through the probability math behind repeat behavior, introduces a framework for mapping every SKU's role in the portfolio, and explains how to build a second-purchase engine based on what customers actually do rather than what you hope they'll buy next.