The six levels
Six levels, built top down.
Every level ladders up to the one above it. Start at the Goal and earn your way down. Here is what each level is, and what great looks like.
Above the wall
The language of the economic buyer.
Goals
The customer's top level business objectives, the kind found in a mission statement, annual report, or earnings call.
Explore this levelWinds
The headwinds slowing the company down and the tailwinds speeding it up. Subjective, debatable, and the layer that opens conversation.
Explore this levelStrategies
The actionable plans to achieve the Goals. They tend to map to one of three value drivers: increase revenue, improve efficiency, or reduce risk.
Explore this levelInitiatives
The funded, prioritised, time-bound, owned actions that support each Strategy. This is where budget lives.
Explore this levelBelow the wall
Features and benefits.
Obstacles
The barriers that threaten the Initiatives and Strategies. Obstacles are pains: identify them, indicate they hurt the initiative, then implicate them up to threaten the strategy.
Explore this levelNeeds
The capabilities required to overcome the Obstacles. Needs without decision criteria are agnostic. The goal is to evolve them into criteria that lock in your differentiation.
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