An exploration into the process of creating products and services that provide value by using the “Diamond Nugget” hidden within this brand new innovation tool. Example of how Slack brought their users from intrigued to passionate and how you can do the same using the customer journey to map the metrics that matter.

1. VALUE STREAM
DISCOVERY
Ⓒ 2018 Moves the Needle

2. ABOUT
MOVES THE NEEDLE
We’ve worked with some of the world’s most impactful companies:
Moves The Needle exists to transform global enterprises through empowering
people to discover and create new value for their customers.
7-11 ADP AIA Allstate American Family American Greetings Bayer Capital One
Cisco City of Hayward CSAA CUNA Mutual DBS Bank eBay Edmunds Ericsson
ExxonMobil General Electric Gerber Tech Humana Hyatt ING Intel Intuit
Invista Legrand Lexis Nexus Nike Pitney Bowes Providence Health Qualcomm Roche Diabetes
SC Johnson Schibsted Sprint Target Thomson Reuters Transamerica Unilever USOC
Ⓒ 2018 Moves the Needle

3. Em
Understand your
customers deeply; their
pains, passions and desires.
Discover insights.
EMPATHY
Ex
Test insights through
behavior. Reduce risk by
experimenting across the
business model.
EXPERIMENTATION
Ev
Make decisions quickly
based on data, insights and
customer behavior.
EVIDENCE
ACT LIKE A STARTUP
Ⓒ 2018 Moves the Needle

4. VALUE STREAM DISCOVERY
WHERE SHOULD WE FOCUS?
PASSIONATESATISFIEDHOPEFULCONVINCEDTRUSTINGINTRIGUEDAWARE
Hypothesize
• Customer Behavior
• Business Activity
• How to measure
Ⓒ 2018 Moves the Needle

5. Ⓒ 2018 Moves the Needle

6. © Moves the Needle All rights reserved
IMPACT METRICS
MARKET SEGMENTS
Value Stream is Market Segment dependent.
Market Segment = A group of people who share the same need and
speak the same language.
Innovation Program Segments might be:
• Executive Leadership
• “Challenge” sponsors
• Innovation Leaders
• Coaches
• Innovation Team employees
• Support Team employees
Startup segments might look like:
• Young male hipsters who hate to shop,
but can’t need to find hip clothes that
fit well.
• Restaurant owners who are also the
head chef don’t have time to find best
fresh produce and proteins for custom
menu
Ⓒ 2018 Moves the Needle

7. Ⓒ 2018 Moves the Needle

8. © Moves the Needle All rights reserved
VALUE STREAM DISCOVERY - SLACK
INTRIGUED
Slack: intrigued marketing
UTILITY PROMISE
• Customer need: modern, enterprise teams need real-time
messaging, messaging archiving and search.
ASPIRATION
• What is the emotional impact: be less busy. relax.
customer behavior
• A customer is intrigued when: she fills out form to try app
and clicks submit
metric
• To measure behavior:
• x % visitors browse submit form
• z % mo/mo growth of intrigued users
business activity
metric(s)
INTRIGUED
customer behavior
“Most people who fill out
the form and hit submit–
more than 90%–never
invite anyone or start
using the software. “
Ⓒ 2018 Moves the Needle Slack quotes source: https://firstround.com/review/From-0-to-1B-Slacks-Founder-Shares-Their-Epic-Launch-Strategy/

9. © Moves the Needle All rights reserved
VALUE STREAM DISCOVERY
SATISFIED
business activity: minimum viable product
SOLVE FOR UTILITY PROMISE
• How we addresses specific need: product must have at least these
characteristics:
• 1
• 2
• 3
CUSTOMER BEHAVIOR
• A customer is satisfied when: she interacts by
• a
• b
• c
METRIC
• To measure behavior: we track a, b,c & 1, 2, 3
• interaction with product
• y % mo/mo growth of satisfied users
business activity
metric(s)
SATISFIED
customer behavior
Ⓒ 2018 Moves the Needle

10. © Moves the Needle All rights reserved
VALUE STREAM DISCOVERY
SATISFIED
slack: minimum viable product
UTILITY PROMISE
• How we addresses specific need: product must have:
• search
• cross device synchronization
• Simple file-sharing
CUSTOMER BEHAVIOR
• A company’s users satisfied when: they’ve sent 2000
messages
METRIC
• To measure behavior: we track:
• interaction with the “3 things”
• all users post x messages/day
• y % mo/mo growth of satisfied companies
business activity
metric(s)
SATISFIED
customer behavior
“We had a lot of
conversations about
choosing the three things
we’d try to be extremely,
surprisingly good at,”
Butterfield says. “
Ⓒ 2018 Moves the Needle Slack quotes source: https://firstround.com/review/From-0-to-1B-Slacks-Founder-Shares-Their-Epic-Launch-Strategy/

11. © Moves the Needle All rights reserved
VALUE STREAM DISCOVERY
PASSIONATE
business activity: invite on journey
ASPIRATION
• How we create customer impact: [donate to non profit cause, go green,
amazing packaging, amazing UX , customer service, etc.]
customer behavior
• A company’s users are passionate when: [testimonials, refer others,
cases studies, share on social media]
metric
• To measure behavior: we track number of referrals
• # of social media posts/day
• viral coefficient
• referrals
business activity
metric(s)
customer behavior
PASSIONATE
Ⓒ 2018 Moves the Needle

12. © Moves the Needle All rights reserved
PASSIONATE USERS
FROM 0 TO 1 BILLION
“added my entire cohort…”
Ⓒ 2018 Moves the Needle
Slack quotes source: https://firstround.com/review/From-0-to-1B-Slacks-Founder-Shares-Their-Epic-Launch-Strategy/

13. IMPACT METRIC
Ⓒ 2018 Moves the Needle

14. THANK YOU!
www.MovesTheNeedle.com
brant@movestheneedle.com
Ⓒ 2018 Moves the Needle