# Profit Per Customer Profit Per Customer is the gross profit a business earns from each customer relationship over time. ## Meaning In the [[Hormozi Meaning Guide]], profit per customer is one of the main levers in the phrase: get more customers, make more profit per customer, and keep them longer. Profit per customer connects [[Offer]], [[Pricing]], [[Gross Profit]], [[Continuity]], upsells, downsells, delivery quality, [[Retention]], and [[Money Model]]. For Joe's Mynd, profit per customer should not mean extracting the maximum possible from a person. It should mean structuring value so the business can keep serving well. ## Source Of Meaning This note is grounded in The Game podcast framing, the Acquisition.com Money Models Course, the $100M book bundle framing, and [[Hormozi Meaning Guide]]. ## Relationship Over Time This note should mature when Joe maps one client journey and asks which step creates real additional value. ## Links - [[Hormozi Meaning Guide]] - [[Money Model]] - [[Offer]] - [[Pricing]] - [[Gross Profit]] - [[Continuity]] - [[Retention]] - [[Payback Period]] - [[Financial Well-being]] - [[Business]] - [[Action Evaluation]] - [[Joe]] - [[Mynd]] ## Tensions Increasing profit per customer can make delivery more sustainable. It becomes distorted when it raises spend without raising value. ## Question How can the business earn more per customer by creating more real value?