Revenue components and NRR

• Diagnostic question

  How customers pay

  revenue model question

  Finds the revenue model, which decides whether paying should wait for a habit or is itself the value event.

• Diagnostic question

  Weekly sign-ups or orders

  traffic volume question

  Sizes the traffic at the step that matters, which decides whether a standard A/B test can read in time or small-sample designs apply.

• Diagnostic question

  The key action at each stage

  desired actions question

  Names the one action wanted from users at each lifecycle stage, so every lens rates the right behavior.

• Diagnostic question

  Runway and revenue priority

  cash mode question

  Checks runway and whether revenue is the top metric, which can make paying co-binding with the main constraint.

• Diagnostic question

  Quick scan: the work users put in

  investment quick scan

  The fifth of Hooked's five fundamental questions, used as the default quick scan of the investment link.

• Diagnostic question

  User quick ratio

  growth accounting question

  Computes new plus resurrected over churned users for the last 28 days, and how long it has been below 1.

Sources

Book content is paraphrased, never quoted at length. Last verified October 24, 2026.