CHANGING THE DEAL

Every company eventually changes the deal with its customers. New fees. Restructured tiers. Devalued rewards. The pressure to monetize an existing customer base is relentless. Most  companies get it wrong, seeking to extract more profit rather than earning it.

Changing the Deal : How Smart Companies Monetize Customers Without Losing Them. is the first book to map how monetization strategies actually land on customers and what separates the moves that build lifetime value from the ones that destroy it. Built around original frameworks including the Customer Calculus, the Seven Imposed Costs, and a four-step execution model called EMMA, it gives growth leaders a system for earning more without pushing customers to the breaking point.

Coming Fall 2026.

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What’s Inside

What You’ll Learn from Changing the Deal

The Customer Calculus 

Every monetization move produces one of three outcomes: Earned Value, Extracted Value, or Customer Destruction. The Customer Calculus is a decision framework for knowing which one you’re creating—before customers tell you with their feet.

Eight Strategies, Seven Costs

From cross-selling to offer devaluation, the book maps eight monetization strategies along a spectrum from shared value to pure extraction. Each one imposes a combination of seven cost types on customers. Most of them never appear in a P&L but always show up in retention and Customer Lifetime Value.

The EMMA Framework

Empathize. Measure. Mobilize. Automate. A four-step operational model for executing monetization changes that balances growth targets with customer relationships—with diagnostic tools, measurement approaches, and Action Kits for each stage.

Get early access to the frameworks — and the book.

The book launches in fall 2026. The thinking is already underway.
Join the early-access list and you’ll get:

The Seven Imposed Costs framework — a two-page PDF diagnostic you can use on your own business this week
First look at chapter excerpts and selected frameworks as they’re finalized
Early-access pricing when the book goes on sale

Empower Your Journey

Gain Early Access

Join the waitlist now and be among the first to access the insights that will redefine your deals.

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Who this Book is For?

Growth Leaders

CROs and VPs of Customer Strategy evaluating pricing changes, loyalty restructuring, or new fee models—looking for a framework to predict how customers will respond before launch day.

Analytics & CX Teams

Professionals in customer insight, experience measurement, or behavioral modeling who need a shared vocabulary with commercial leadership about what monetization pressure looks like and how to quantify it.

Product & Pricing Strategists

Anyone designing offer tiers, managing margin targets, or translating commercial goals into customer-facing changes—especially in subscription, loyalty, or platform businesses.

About the Author

JP Snow advises companies on customer monetization strategy through Customer Catalytics, the customer analytics and strategy consulting firm he founded in 2024. He specializes at  working with growth teams navigating pricing changes, loyalty redesigns, and offer restructuring. His consulting practice sits at the intersection of customer analytics, behavioral insight, and commercial strategy.

Changing the Deal draws on eighteen months of primary research, including company news, press releases and direct observation of hundreds of monetization moves across industries from airlines to streaming to financial services. The frameworks in the book grew out of the same work JP does with clients: figuring out where the line sits between earning more value and pushing customers away. Learn more about the author.

This is the first book in a series on customer monetization strategy.

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