Context

This is the first page you see when you enter a case, consisting of two sections: the context statement and the dashboard. The context statement is where you define the goal of your growth. The dashboard shows you summarized information from your growth case.

How to fill in each section of the context statement

_images/2.2.1_1.png
  1. The first section within the context statement is the “Growth Dimension”. Think about how you can measure your growth; sales, market share, top-line revenue, bottom-line profits, volume, donations, volunteer hours, referrals, attendees and so on.
  2. The second section within the context statement is the “Growth Metric”. The “Growth Metric” is the numerical value by which you want to grow your “Growth Dimension.” You can measure it by a percentage or numerical increase. What’s your goal? For example: “by 10%”, or “to $50,000.” Make sure that this is a reasonable goal within your timeframe. Compare this to historical growth rates.
  3. The third section within the context statement is the “Time Frame”. In this part, you can fill in the amount of time you want to give yourself to achieve your Growth Dimension and Growth Metric goals. Give yourself a time that’s long enough to see results but short enough to build urgency.
  4. The fourth section within the context statement is the “Customer Segment”. In this section, you define the customer segment you’ll be focusing on for the case. You can focus on a broad customer segment (e.g., active customers, prospective customers, most profitable customers) or a narrow customer segment (e.g., CMOs at heathcare organizations, Category Buyers at a retail chain, Dentists at Practices with more than $1MM in revenue). You can get more actionable results from the case if you specify as much as you can.
  5. The fifth and last section within the context statement is the “Offering”. An “offering” is the product or service that you’ll be evaluating with your growth case. You need to define your offering and your competitor’s offering. Enter your and your competitors offering by Company name and Product Name. Select the check box that says “Is this Your offering” if it’s your company’s offering.

What is included in the dashboard and how to read it

_images/2.3.1_1.png

Below the Context Statement, you can find the Growth Case Dashboard which consists of 4 widgets: Recon, vLens, Team, & Activity

  1. Recon: this widget tells you two things – if your team has taken an internal survey, it tells you the percent alignment between your team and external survey takers (if your team hasn’t taken an internal survey, it will show a 0% like in this case); it also tells you how many surveys have been completed
  2. vLens: this widget tells you two things about how you compare to the first competitor listed in your context statement - how many green zone choice factors there are, and how many unmet needs there are
  3. Team: shows you who has access to your growth case
  4. Activity: shows you what team member has implemented a change in the growth case in the past couple of months