All 12 systems · System 2
Usage expansion
Usage expansion grows revenue inside accounts that already understand the product by extending a proven workflow to more volume, teammates, or adjacent jobs. It fits products whose value rises with repeated use and whose accounts reveal observable signals that a larger footprint would solve a real constraint.
Causal engine
One user proves value on a narrow job → repeated use creates more data, collaborators, or throughput → a real operating constraint appears → the product explains the relevant expansion path in context → the account adds capacity, seats, or a workflow → broader usage creates stronger retention and exposes the next expansion trigger.
Preconditions
- A repeatable activation event correlates with retention for the initial user
- At least one capacity, seat, or workflow threshold reflects increasing customer value
- The buyer can expand without repeating the entire procurement and implementation process
- Account-level usage and expansion revenue can be attributed to specific triggers
Anti-patterns
- Imposing arbitrary limits before users have experienced the core outcome
- Treating every limit hit as purchase intent instead of distinguishing friction from value
- Adding enterprise tiers and sales handoffs before a repeatable self-serve expansion path exists
- Measuring seat count while ignoring inactive seats and declining workflow depth
Solo-founder translation
Every Monday, review accounts that crossed one high-value threshold—such as three active projects or two collaborators—and contact five to learn what is becoming constrained. Ship one contextual expansion prompt or lifecycle message per week, tied to the language users gave you. Measure threshold-to-prompt exposure, expansion conversion, active usage 30 days after expansion, and revenue retained from expanded accounts.
Value-linked expansion checklist
Value-linked expansion checklist
Choose the trigger
Build the intervention
Measurement
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# Value-linked expansion checklist
## Choose the trigger
1. Export accounts that retained for 60+ days.
2. Identify the usage threshold most of them crossed before expanding.
3. Interview five accounts near that threshold to confirm the constraint in their words.
4. Choose one expansion offer that removes that constraint without changing the whole plan.
## Build the intervention
- [ ] Show current usage and the approaching threshold clearly.
- [ ] Explain the additional outcome unlocked, not merely the feature added.
- [ ] Display the exact price and effective date.
- [ ] Preserve existing work if the customer declines.
- [ ] Route high-complexity accounts to a human conversation.
## Measurement
Log `expansion_threshold_crossed`, `expansion_offer_viewed`, `expansion_started`, and `expanded_usage_retained_30d`. Review conversion and 30-day retained usage by trigger every Friday; remove prompts that produce upgrades without sustained use.Playbook diffs
Companies on this system
- Box — Make the wedge legible