Georgiana Laudi (Gia)

Episode #107

Co-founder, Forget The Funnel

Forget The Funnel

🎯Product Strategy🔍User Research

📝Full Transcript

1 words

💡 Key Takeaways

1Traditional funnels (MQLs/SQLs) create silos and focus on business value extraction rather than customer value delivery.
2Conduct research on customers who signed up 3-6 months ago—they remember their 'struggle' but are stable enough to provide valid feedback.
3Replace the sales funnel with a timeline of: Struggle -> Evaluation -> Growth.
4Define KPIs based on user value milestones (e.g., 'First Value' and 'Value Realization') rather than just sign-ups.
5Surveys can be as effective as interviews if structured correctly around Jobs-to-be-Done (JTBD).
6Improving 'First Value' delivery in product onboarding can double trial-to-paid conversion without changing acquisition channels.

📚Methodologies (2)

The Customer-Led Growth Framework

by Georgiana Laudi (Gia)

🎯 Product Strategy

A strategic process that aligns the entire company around the customer's journey to value, rather than the company's sales process. It leverages Jobs-to-be-Done theory to map the customer's experience from the initial 'struggle' to 'value realization'.

Core Principles

1.Identify 'Best Customers': Focus on high-LTV, happy customers who remember life before your product (3-6 months tenure).
2.Uncover the 'Job': Use research to understand the specific trigger, struggle, and desired outcome (the 'Better Life').
3.Map the Value Journey: Define milestones for 'Struggle', 'Evaluation' (First Value + Value Realization), and 'Growth'.
+1 more...

"It puts businesses at the center of the business versus putting customers at the center. It's about the values of the business, not the value to the customer that's being measured."

#customer-led#growth#strategy

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Value-Based Journey Mapping

by Georgiana Laudi (Gia)

🔍 User Research

A mapping technique heavily inspired by Airbnb's storyboarding. Instead of tracking sales stages, it tracks the customer's emotional and functional progress through three phases: Struggle, Evaluation, and Growth.

Core Principles

1.Phase 1 - Struggle: Map the 'Problem' (experiencing pain in the wild) and 'Interest' (solution seeking/shopping).
2.Phase 2 - Evaluation: Identify 'First Value' (Activation) and 'Value Realization' (The 'Aha' moment where the Job is done).
3.Phase 3 - Growth: Focus on 'Habit Formation' and 'Expansion' (advocacy or upsell).
+1 more...

"It's the story of how I met and fell in love with your product."

#value-based#journey#mapping

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