MAX Growth Filter
Fund only measurable activities that expand awareness and multiply returns
- Difficulty
- Advanced
- Time to result
- ~months to results
- Steps
- 6
- Confidence
- 96%
MAX is a staged filter for evaluating proposed growth spending. M asks whether the incremental effect can be measured; if it cannot, the proposal is deferred while the business is focused on growth. A asks whether the activity expands awareness, reaches new prospects, or helps create a sale rather than merely fulfilling existing work. X represents the return multiple: the owner compares attributable revenue with both the money and time invested. Leads, conversion sources, repeat referrals, and customer lifetime value may all contribute to that return. Investments that repeatedly produce more than they consume receive additional capital, while one-to-one returns and untracked purchases are treated as operational spending. The framework concentrates limited resources on the owner's clearest, evidence-backed growth advantages.
Origin
Extracted from The Jasmine Star Show, where Brandon Kidd introduced MAX while explaining how entrepreneurs can compare equipment, websites, advertising, networking events, and other proposed investments.
Core principles
- 01Growth spending must be measurable
- 02True growth activities expand awareness beyond current operations
- 03A worthwhile growth activity should return more than it consumes
- 04Time and money are both investment inputs
- 05Proven high-return activities deserve concentrated reinvestment
How to run it
- 1
Define the incremental decision
State exactly what is changing, what it costs, and what outcome is expected. Evaluate the additional benefit over the current option rather than describing the purchase broadly.
Pro tip For an upgrade, compare the upgrade cost and result against the existing baseline.
Watch out Vague claims such as better quality or stronger branding cannot support an ROI calculation.
- 2
Apply M for measurable
Determine whether leads, conversions, revenue, referrals, traffic, or another relevant result can be attributed to the activity. Establish the baseline and tracking method before spending.
Pro tip Use source fields, campaign links, CRM records, or a simple spreadsheet to preserve attribution.
Watch out If the incremental outcome cannot be measured, stop the growth evaluation for now.
- 3
Apply A for awareness
Ask whether the activity reaches people outside current fulfillment and increases awareness, demand, or sales opportunities. Separate outward-facing growth from the cost of servicing work already sold.
Pro tip Favor audiences containing repeat referrers or buyers with high lifetime value.
Watch out An internally useful purchase may still belong in operations rather than growth.
- 4
Calculate the X multiple
Add the financial cost and the value of time invested, then compare them with attributable returns. Express the result as a multiple and include later referrals when they can be tracked responsibly.
Pro tip Compare alternative ways to create the same outcome, such as an event versus an advertising campaign.
Watch out Do not ignore six days of owner time simply because an event produced revenue.
- 5
Classify and allocate
Treat multiplying activities as growth investments and one-to-one or fulfillment expenses as operational costs. Allocate scarce growth capital to the strongest evidenced return.
Pro tip Prioritize channels where the owner already has knowledge, control, and historical performance.
Watch out A prestigious or enjoyable activity is not automatically a growth investment.
- 6
Reinvest in proven winners
Continue tracking returns over time and increase investment in activities that repeatedly create profitable demand. Reassess as markets, costs, and conversion rates change.
Pro tip Include delayed conversions and repeat referrals in periodic reviews.
Watch out Do not scale a channel from one exceptional result without enough evidence of repeatability.
In the wild
Brandon estimates that attending Engage costs $16,000–$17,000 after admission, international travel, accommodation, food, and attire. He records the planners and industry professionals he meets, traces later inquiries and bookings back to them, and evaluates repeat referrals. Because planners may direct multiple weddings over several years, their potential multiple is greater than that of a one-time buyer.
→ The event can be compared with alternative lead-generation investments using attributable bookings and long-term referral value.
A photographer considers a $1,000 light offering 50% more output. The filter does not ask whether the light is technically better; it asks whether the incremental improvement creates measurable awareness, sales, or revenue. If no additional income can be traced to the change, it is an operational equipment choice rather than a growth investment.
→ The owner avoids spending scarce growth capital on an upgrade with no demonstrated multiplier.
Common mistakes
Measuring specifications instead of outcomes
A faster laptop or brighter light has measurable technical specifications, but MAX requires evidence of a business result such as leads, conversions, or revenue.
Ignoring the value of time
An activity can appear profitable when only its cash cost is counted. Owner time and opportunity cost must also be compared with alternatives.
Calling a one-to-one return growth
Recovering only the amount spent may support an operational activity, but it does not create the leverage MAX is designed to identify.
Is it for you?
Best for
It is best for businesses deciding how to allocate scarce money and time across marketing, networking, equipment, and brand activities.
Not ideal for
It is not ideal for mandatory compliance, safety, or essential fulfillment expenses that must be paid even without a growth multiple.
From the transcript
“M for measure. Is it easily measurable.”
“a is it awareness is the main purpose of it to create and further your brand awareness to the the outside of the business.”
“does it have a growth factor attached to it. Right. Is there a multiplier. So if you invest one, are you getting at least one…”
From the episode
Wealth Building Strategies: How to Budget, Invest, and Raise Your Prices with Brandon Kidd
Brandon Kidd