One helpful way to think about not only acquisition but also value is to consider what your customers do before they get to you and what they do after they get to you.

e.g. Motorbikes.

Before I buy a motorbike, what do I do?

1. get a license.
   
2. Research
3. Talk to friends.
4. Trial them out.
   
5. Watch dvd's?
6. visit bike shows?

And after I buy a bike?

1. Buy a jacket.
2. Buy a helmet.
3. Want to go on a cruise.
4. Want to take my  babe for a ride up the coast.

Where they are before you get them is a good source for promotional partnerships and where they go after is a good source for value add, surprise value add, referral revenue, etc.

I think the same principle applies for online. I just found a great video on I Am Bored.com but it didn't let me embed it in Tangler. Sheesh, who doesn't allow that these days. So I went to YouTube and embedded it in 12 seconds. Easy. Make it easy for customers to come to you, and then make it easy for them to move on. Be a valuable part of the 'system' and customers will always use you and will more often refer you.  

truly a thought provoking article there by mick. value is definitely what makes your customers happy

Yeah, I like to think of it that way.

Especially when lots of marketing and marketing people make me feel not so joy joy about being in Marketing.

Question - is Mick fooling himself?

hahaha ...its Mick who has to answer that.