1. We are not generating enough sales from WOM/social media marketing WOM Problem Discovery Tree 1. We don’t have WOM features today 2. We have WOM features, but users aren’t sharing 3. We have WOM features/tools, users are sharing, but were not getting results “ haven’t tried” “ we’ve tried but its not working ” “ it’s working, but not at large enough scale ” 2a. Users don’t see the value in sharing 2b. Too complex or too much effort for users to share 2c. We don’t have the ability to influence users to share 3a. Shared content is not influencing users to purchase, i.e. it is not relevant or targeted 3b. Shared content is not getting in-front of enough user’s friends (need more distribution) 3c. We need more shared content than our users alone can create (need more content) 1a. We don’t know or have agreement on what to build 1b. What we’ve tried hasn’t worked 1c. Too costly to build (or ROI not justified) Core problem Base assumption: customers/users must be the ones to generate WOM, because authentic WOM cannot be manufactured by company