The Value Stream Discovery Loop is a customer-centric approach to value creation. It helps businesses understand what their customers need and how they can provide value to them in an efficient, value-enhancing way. At its core, this is accomplished by looking at a customer’s lifecycle journey from their perspective.

The journey can be broken down into seven states that a customer goes through: Awareness, Intrigue, Trusting, Convinced, Hopeful, Satisfied, and Passionate. Each state has a customer behavior that indicates what state they’re in and at least one high level business activity required to get the customer to act out that behavior. Think: “Call to Action (CTA).” Generally, you measure the # (or %) of customers who act on which CTA.