BIZ-002 · Business Value

Traffic is diagnostic, not the north star

• Baseline
• Major
• IF
• AND
• THEN
• ELSE

The decision

• IF
  • organic traffic increases AND qualified conversions or margin do not
• THEN
  • diagnose intent quality, audience fit, next-action continuity, and attribution
• ELSE
  • continue scaling only while downstream value and guardrails remain healthy

Primary metric

incremental organic contribution margin

Guardrail

lead quality, sales capacity, refund rate

Reason

Makes the decision explicit, measurable, and reversible where possible.

LAKA levels

• Baseline
• Major

Operators

• IF
• AND
• THEN
• ELSE

Governs gates

• demand
• business value

Source

04-IF-ELSE-AND-OR-RULEBOOK.md — BIZ-002 — Traffic is diagnostic, not the north star

The other eleven rules in Business Value

• BIZ-001 Define value before volume IF the program has no defined qualified business event Baseline
• BIZ-003 Separate forecasts from actuals IF search volume, CTR, conversion, or revenue is estimated Baseline
• BIZ-004 Respect fulfillment capacity IF expected qualified demand exceeds delivery or sales capacity Structural
• BIZ-005 Model offers separately IF different offers have materially different audiences, margins, sales cycles, or qualification rules Structural
• BIZ-006 Count assisted value carefully IF an informational asset rarely receives last-click conversions but appears in qualified journeys Baseline
• BIZ-007 Split branded and non-branded demand IF brand familiarity materially changes intent, CTR, or conversion Baseline
• BIZ-008 Include retention and expansion IF organic search serves existing customers, support, renewal, or repeat purchase tasks Major
• BIZ-009 Raise evidence thresholds for high stakes IF the topic can materially affect health, money, safety, legal rights, or major decisions Major
• BIZ-010 Resolve competing goals explicitly IF traffic, lead quality, margin, brand, retention, and learning objectives conflict Baseline
• BIZ-011 Allocate by marginal value IF multiple valid initiatives compete for limited resources Baseline
• BIZ-012 Use economic stop rules IF expected remaining incremental value is below expected cost OR risk exceeds tolerance Baseline