01
Use When
Purchase/behavior creates or predicts a genuinely adjacent customer need.
02
Default Audience / State
Customer who owns/uses the source product/service and is eligible for a complementary category.
03
Desired Customer Behavior
Adopt the relevant adjacent product/service.
04
Default Barrier Hypothesis To Validate
Awareness, relevance, understanding or choice overload.
05
80% Message Architecture
- After source-value evidence: EDUCATE — show the adjacent need.
- Next interval: RECOMMEND — curated next-best option based on source behavior.
- If needed: BUNDLE/ADDED VALUE — lower decision effort or improve combined value.
06
Offer Starting Position
Start with recommendation and relevance. Bundle/add-value may be stronger than discount.
07
Default Suppressions / Exits
Exclude customers who already own the target category, have a service issue, or have insufficient evidence of source-product success.
08
Primary KPI
Cross-sell adoption; incremental customer value.
09
Make It Yours
Affinity evidence, target product/category, timing, eligibility, recommendation proof, margin and fulfillment.