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What is an Opportunity Card?

Opportunity Cards document customer problems, needs, or desires worth solving. They are created based on:
  • Customer conversations and interviews
  • User feedback collection
Whereas product usage metrics in your Value Exchange Model tell you what’s happening, Opportunities tell you why it’s not happening more (or less, or faster, etc.)

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Statuses

Once opportunities have been prioritized, use statuses to communicate when and if the team will address them. Opportunities support the following status:
StageCommitmentDescription
IdentifiedNo/Unknown commitmentAware that the Opportunity exists but have made no commitment to solving it. This is how all Opportunities start.
Not nowNo commitmentRecognized as an opportunity but deliberately chosen not to address it at this time, possibly due to resource constraints or competing priorities.
LaterCommitted (Moderate Confidence)Committed (for now) to solving the Opportunity. Confidence is relatively high that it’s an opportunity worth addressing, but this is subject to change.
NextCommittedCommitted and will begin work soon to start addressing the opportunity. It may be the case that the opportunity is currently being researched or solutions being identified.
NowCommittedCommitted and work is actively underway to address it. It’s best if there is an identified solution associated with an opportunity in Now - if not, solutioning should be underway.

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Opportunity Card Best Practices

See the best practices opportunity guides to learn more about:
  • Sizing opportunities
  • Aligning the top-level of your opportunity space to customer journeys, jobs (Jobs To Be Done), or customer segments
  • Well structured opportunities