The key metric for staying in the Goldilocks Zone isn’t NPS, retention, or expansion revenue. It’s the Value/Extraction Ratio.
The Formula
V/E = New Value Created This Year ÷ Additional Value Captured This Year
Interpreting Your V/E Ratio
| V/E Ratio | Zone | What It Means |
|---|---|---|
| > 2 | Goldilocks Zone | Creating more than you’re taking. Customers feel the value exchange is fair. |
| 1 – 2 | Warning Zone | Value creation and extraction are balanced, but customers are starting to notice. |
| < 1 | Too Hot | Extracting more than creating. The clock is ticking on the revolt. |
Practical Signals to Monitor
When you raise prices, ask:
Can you point to new capabilities that justify it? If not, you’re drifting hot.
When customers expand, ask:
Is it because they want more or because their usage was artificially constrained?
When you ship new features, ask:
Do they create new value or just protect existing moats?
Why V/E Ratio Is a Leading Indicator
By the time NPS drops, you’re already too hot. The V/E ratio shows the drift before customers feel it.
This is why quarterly V/E audits matter:
- Plot value created versus value captured over past 3 years
- If the ratio is declining, you’re on the extraction path
- Course-correct before resentment builds
The insight: Sustainable extraction requires sustainable value creation. V/E ratio keeps you honest.
This is part of a comprehensive analysis. Read the full analysis on The Business Engineer.
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