The Importance of Lifetime Billing

I don't know of a single business that I would consider a great multi-million dollar business doing five or 10 million here. So it's all good talking about lifetime and one off. But let's maybe be a little more pragmatic about this. If you're at 20KM or you're not Basecamp, you're not Apple, and you're not Microsoft. We don't want to base our actions on these exceptions.