When your Focus on Impact LTV Increases
I hate the reputation the word “Impact” has… Most people associate it with marketing jargon or positioning.
But the truth is that 
Impact = Strategic Advantage
The team at The Whole Truth added two extra chocolate bars to the orders. Not as a marketing gimmick. But as an operational decision rooted in their values.
The bars were close to their “best before” date. Instead of discarding them or calling them as a free gift, they told customers the truth.
They could have easily framed it as generosity. Most brands would… Customers may not even question it. But The Whole Truth chose transparency over optics.
Impact (Brand Mission) = Strategic Advantage (Profit Multiplier)
- It reduces skepticism
- It builds trust
- It makes customers feel respected, not sold to
The outcome of this kind of impact is ➡️ Loyalty
That’s why impact isn’t philosophy. It’s a strategy.
This same dynamic shows up clearly in email, especially post-purchase.
When brands choose honesty over persuasion, retention compounds quietly.