English · 2026

The Two Numbers

Name: The Two Numbers
ISBN: 978-83-951628-7-9

The LTV:CAC Operating System

by Lech Kaniuk

The two numbers that build or break every business.

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ISBN 978-83-951628-7-9

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The Two Numbers is Lech Kaniuk's operating system for the two unit-economics figures that determine whether a business survives: Customer Lifetime Value (LTV) and Customer Acquisition Cost (CAC). It shows founders how to calculate them correctly, read the LTV:CAC ratio in context, and use frameworks like the LTV-CAC Growth Map and the Value Driver Framework to make sharper growth decisions. 300 pages across 15 chapters — the first four are free to read at ltvcacbook.com.

Official book site — read the first four chapters free at ltvcacbook.com

Lech Kaniuk on stage with a microphone, an LTV and CAC slide behind him — LTV and CAC, on stage. March 2026.

I give this book as a talk: how to calculate the two numbers, and what they decide. Book the talk →

The Two Numbers

Order 20+ copies