Is a £20k client worth a first-class stamp?

In this short episode of the Ambitous Lifestyle Business podcast, John Lamerton looks at an accountant using direct mail to acquire clients with a Lifetime Value of £20,000 - for just £91. John shares the LTV > CAC formula from his forthcoming book Retention First (due out in 2025), and explains why you should focus on increasing Lifetime Value, NOT reducing Customer Acquisition Cost.