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 a CTA.