Be More Valuable, Faster Cindy Alvarez

General troublemaker at Yammer (Microsoft)

Author of Lean Customer Development

What is “time to value”?

How long does it take before:

•  Customer is reassured that they’re in the right place

•  Customer feels less stupid than when they started

Why does time to value matter?

•  Retention •  Retention •  Retention •  Retention •  Retention

Why are we terrible at this?

Curse of knowledge

“Proxy” value feels like a…

True value is usually slow, so…

•  Might have to use “proxy” value •  MVV (minimum viable value) •  Social proof •  Preview + progress

Value changes as customers evolve

It’s only 1% of the product…

THIS 1% of the product

How do we get better

at this?

Remember the pain

Remember the pain

•  Sign up as a new user each month •  Every new employee signs up and

keeps notes on what sucks •  User test the signup regularly (in-

person or virtual)

Verify the value

Verify the value

•  “How would you recommend our product?”

•  “What did you come here today to do?”

•  Watch customers on “value prop” screens

Give good directions

Give good directions

•  Set expectations up-front •  Write good copy (HIRE

SOMEONE) •  One clear call-to-action

Be a human

Be a human

•  Be opinionated about best way to proceed

•  Cheerlead along the way •  Offer help when someone is stuck •  Remind customers why they’re

here

Questions?

Credits to Noun Project Artists http://thenounproject.com/arslan.s http://thenounproject.com/liliane.lasserbe http://thenounproject.com/alexzabbey http://thenounproject.com/teekay http://thenounproject.com/aenneb http://thenounproject.com/arjunadamson http://thenounproject.com/arielkotzer http://thenounproject.com/edward http://thenounproject.com/bravo http://thenounproject.com/adamatmullin http://thenounproject.com/tina.abihachem http://thenounproject.com/AaronDodson http://thenounproject.com/karsten.barnett.9 http://thenounproject.com/Simon%20Child http://thenounproject.com/useiconic.com http://thenounproject.com/jakobvogel/ http://thenounproject.com/warpaintmedia/