“Instead of constantly asking, “How do I get more customers?”, he asks business owners to look at three things: why customers choose them, how they can create enough value for customers to spend more, and what gives those customers a reason to return.

He brings these ideas together through his Revenue Architecture framework and the RPM Method — Reach, Purchase and Multiply.

What I particularly like about the book is that it doesn't bury the reader in complicated business language. Melvin uses simple examples, straightforward maths and everyday situations to explain his ideas. You don't need an MBA or a marketing background to understand what he is saying.

Some of the ideas may seem like common sense once you see them laid out. But that, to me, is precisely the strength of the book. It takes things business owners often know instinctively and turns them into a clear system they can actually apply.

The central message stayed with me: before spending more money and effort chasing new customers, first make sure your business is designed to make the most of the customers you already have.

It is simple, readable and thought-provoking — and it may make you look at your own business rather differently.”

Alvin Tay
Former Book Review Coordinator, The Star