FROM THE ORIGINAL BOOK GLOSSARY
Value Before Revenue is the principle that value can be created, perceived, amplified, and transmitted before a business captures it economically.
It does not mean value instead of revenue, nor does it establish a hierarchy between economic value and social value.
THINK ABOUT IT
What made this purchase possible before it happened?
A recommendation, a good experience or a community may create reasons to buy well before the transaction. The final sale is only part of the journey.