The CAC always rises – and how you can beat it

There are three reasons why your customer acquisition costs, by default, will go up. It's your job to overcome this rule of nature.

Almost every financial model I’ve ever seen from a founder has a year-over-year trend where while marketing spend goes up, CAC goes down.

“That’s all well and good if that’s what you believe investors need to see,” I say, “but you do know that’s not going to happen, right?”