Value Gravity™ is a model for reading an enterprise marketing stack as a gravitational system. Built for leaders facing M&A separations, platform migrations, IPO readiness, and AI transformation mandates. This page is about where the framework came from, the perspective behind it, and the practice that uses it.
The observation was simple, and visible across every enterprise marketing function in Europe at once. Activity around AI had gone up. Capability had gone up. Value creation had not followed in any measurable way. The standard explanation was execution. The more precise one turned out to be structural.
Value in a marketing stack does not accumulate evenly. It pools in specific layers. The deeper a layer sits, the slower it is to build, the more expensive it is to change, and the more durable the value it holds. Most current AI spend is going to the layer where that value evaporates fastest. Written down, that becomes the three-layer Value Gravity™ model and the idea of a Gravity Leak: the point in an architecture where AI-generated value fails to flow downward and become embedded in the governed base.
The framework exists to give that observation a shape leaders can act on, and to put a vocabulary around a problem most boards already sense but cannot name. It is a diagnostic tool first, a thought leadership artefact second.
Value Gravity™ is written by Arjen Segers, a Dutch independent advisor with more than fifteen years at the intersection of marketing strategy, customer data, and MarTech architecture. The model reflects a specific seam he has spent his career working on: the layer where technology decisions become business decisions and where most conventional advice falls apart.
Most MarTech advice comes from one side of a wall. The stack is the argument. The argument is the stack.
Strategy consultants often cannot read the architecture underneath a recommendation. Technical specialists rarely translate architecture into a commercial argument a board will act on. The Value Gravity™ framework is written by someone who has spent years inside the layers it describes, which is why the model works as a diagnostic instead of just a positioning device.
The framework earns its keep in moments when a company is either crossing a threshold or correcting one, and when the cost of getting the decision wrong is measured in years rather than quarters. These are the situations Value Gravity™ was built to read.
Value Gravity™ lives as an independent body of thinking. The advisory work that applies it to specific client situations is done through IDADAY International Services BV, Arjen's practice, based in Voorburg in the Netherlands. IDADAY is deliberately small and senior. Engagements are led end to end by a single practitioner with full context, which is what allows the strategic and technical sides of a decision to be held in the same head at the same time.
Client work is structured around four productised offerings. Each is designed to unblock a specific decision rather than to embed indefinitely. The ladder runs from a single one-hour question to an ongoing senior perspective.
A Gravity Scan is the full diagnostic. Three weeks, 28 assessment areas, a structured read of where your stack sits against the model and where it is leaking. A Pulse is the lighter alternative when the question is narrower or more urgent: one hour, one issue, one scorecard.
Value Gravity™ is the framework. IDADAY International Services is the advisory practice that uses it.