What Is the Value Driver Framework?

The Value Driver Framework (VDF) is the simplest and most powerful filter for growth decisions.

Before committing time, money, or attention to any initiative, run it through two questions:

1.Will this increase Customer Lifetime Value (LTV)?
2.Will this decrease Customer Acquisition Cost (CAC)?

If the answer is "yes" to either question, the initiative deserves serious consideration.

If the answer is "no" to both, you need a very good reason to proceed.

Why It Matters

Every business feels complicated from the inside — dozens of priorities, competing opinions, shifting markets.

The VDF cuts through the noise.

It transforms debates from "Do we like this idea?" to "Which number does this move?"

When every team — marketing, product, finance, customer success — applies this filter, something powerful happens: the organization aligns around value creation instead of activity.

Companies implementing VDF report eliminating 30-50% of low-impact projects from their roadmaps.

The Two Questions

From now on, before any initiative moves forward:

Question 1: Does this increase LTV?

Will customers stay longer?
Will they buy more frequently?
Will they spend more per purchase?
Will they cost less to serve?

Question 2: Does this decrease CAC?

Will we reach better-fit customers?
Will more visitors convert?
Will acquisition cost less per customer?
Will customers refer others?

If "no" to both: it's not a value driver. Deprioritize it.

Where This Framework Came From

The VDF emerged from hard lessons at OnlinePizza (now Delivery Hero) and SunRoof.

At OnlinePizza, we once debated launching an expensive PR campaign. It was exciting. It would generate buzz. But when we asked the two questions, we couldn't justify how it would move LTV or CAC.

We passed.

Instead, we invested in improving restaurant menu photos — boring work that quietly increased order frequency and customer value for years.

At SunRoof, we built a referral program that generated high-quality leads at near-zero cost, compressing CAC in Germany without increasing the marketing budget.

Both decisions came from the same filter: Does it increase LTV? Does it decrease CAC?

What's in the Full Framework

The overview above explains the concept. The book explains how to implement it.

In "The Two Numbers That Build or Break Every Business," you'll find:

The complete VDF implementation process
How to score and prioritize initiatives using Impact Estimation Tables
The VDF Decision Log template for tracking results
Real case studies with specific numbers and outcomes
How to embed VDF thinking across every department
Common mistakes when applying the framework (and how to avoid them)

Quick Self-Assessment

Not sure if you need this framework? Ask yourself:

Do projects get approved based on enthusiasm rather than expected impact?
Is your roadmap full of initiatives with unclear ROI?
Do different teams have different definitions of "success"?
Are you spending on growth without knowing what's actually working?

If you answered "yes" to any of these, Chapter 4 of the book was written for you.

Get the Book →

Cite This Framework

Academic/formal citation:

Kaniuk, Lech. "The Value Driver Framework." The Two Numbers That Build or Break Every Business. 2025.

Attribution for content:

"The Value Driver Framework, developed by Lech Kaniuk and detailed in 'The Two Numbers That Build or Break Every Business'..."

The Value Driver Framework is one of four frameworks in the LTV-CAC operating system. See also:

LTV-CAC Growth Map|Stratification Model|Alignment Protocol