The Value Ladder is a flawed idea, badly taught.
It’s taught like this because normie brains struggle with non-linear relationships.
It assumes a linear progression of a customer journey and evenly distributed resources among your customers.
Take one look at society and it’s obvious why this is a dumb idea.
It’s usually taught like:
Buy $50 thing then $250 thing then $1000 then $10,000 in diminishing proportions.
Linearity isn’t common in nature.
Power laws dominate.
At large enough scale you can have enough people in each stage to make it look like you have a functioning value ladder.
But when you examine progression data between stages it varies between tiny and non-existant.
Very few customers move linearly through products in a measurable period of time.
The Power Ladder is much more effective.
A product structure that adheres to The Power Ladder, looks extreme on the surface.
But it’s based on the reality that resources are not evenly spread through your potential customers.
Because resources aren’t evenly spread throughout society.
Some customers have multiple times more money, time or other resource to exchange with you.
Simply, 1 in 100 of your customers are willing and able to spend 10000x more than the other 99.
Let’s use a simple example:
1000 people buy your $10 book, 100 of them buy your $1000 course and 10 of them will drop $100,000 to work with you 1:1.
If you didn’t have a $100,000 offer and adhered to a standard Value Ladder you would have a $10,000 offer.
The same 10 people would likely buy it.
You’d likely pat yourself on the back at your clever ‘ascension model’
But you’d be oblivious of the fact you left $900,000 on the table.
Power Laws generate apparently extreme outcomes.
Which is why people mentally struggle to execute on them.
In reality, very few people can (or should) pull a $100,000 offer out of the hat on day one.
This is simple a skill and belief factor.
But that market reality doesn’t invalidate The Power Ladder.
There is extreme disparity inside your customer base in their willingness and ability to pay.
Waiting to nudge people through a linear Value Ladder will be an exercise in frustration.
Having something at the top of the Power Ladder that delivers to those at the top end is an accelerator and also adheres to the Natural Laws.
You can fight against nature or use it to your advantage.
The choice is yours.