THE BUDGETfollows the priority.
This demonstration helps identify what evidence is still needed before funding a customer need.
For your company, we research customer needs and structure strategic priorities. Explore the example below to see the clarity this work can bring to investment decisions.
of needs analyzed in Read more were selected by fewer than 30% of customers in their respective bases. The sample included 1,423 needs in 59 companies. This finding is specific to the sample.
Da necessidade à alocação.
Com escolhas sobre o que preservar.
Select a stage to explore the reasoning, evidence required and a leadership question.
Define the investment decision, audience or ICP, analysis period and capital and team limits. Separate mandatory commitments and essential continuity before comparing opportunities.
The value a company wants to capture capturar should guide its priorities.
Projected returns depend on assumptions about adoption, benefit and operating economics. Compare these assumptions before distributing resources among departments.
Essential needs that are already well served may require continued investment. A high ICAN score alone does not justify a cut.
From relevant need to perceived benefit and economic capture, every link must support the investment rationale.
Inclua implantação, operação, manutenção, equipe, dependências e o que deixará de receber capacidade.
A portfolio changes when its underlying rationale becomes visible.
Compare eight fictional alternatives from a B2B company. Review evidence about the underlying need before changing resource allocation.
Commitment under review
Selection percentages represent valid responses within each defined audience, not forecasts of adoption or market share. Revenue represented comes from the accounts that selected the need within the known revenue sample. ICAN measures perceived fulfillment among respondents who selected the need and is shown here on an illustrative scale of 0–10. The stated costs are fictional estimates for full solutions, not authorization to spend. Items under validation require a separate budget for research or pilots.
How to interpret: This simulation illustrates the reasoning; it does not apply an automatic approval score. A low ICAN alone does not prove an opportunity. A high ICAN may reflect value that deserves preservation. The 30% threshold mentioned in the study is not a universal investment rule. Legal obligations, safety and business continuity require separate evaluation. Changes apply only within this session and reset when reloaded.
A portfolio with explicit allocations.
Preservar
0Sustain delivery and value already demonstrated.
Financiar
0Focus resources on evidence-backed opportunities.
Validar / adiar
0Resolver incertezas ou aguardar capacidade.
Retirar
0Reconsider the commitment to the current proposal.
We research the needs of your audience and structure leadership decisions with evidence and explicit rationale.
How much of your budget do these choices commit?
Enter the available budget and period. Decisions in the simulation update the figures below.
Simulated cost of each proposal = initial investment + recurring annual cost proportional to the period. Values match those shown in the alternatives.
Includes proposals marked Preserve or Fund. These decisions are illustrative and do not represent actual investment approval.
How resources are distributed across decisions.
The calculation includes all eight proposals and their current decisions, even items hidden by the list filters. Costs for Validate / Defer represent the full solution; research and pilots require specific budgets. Removing a proposal does not automatically create savings or available cash. Recurring costs are proportional to the selected period, without considering price adjustments, discounts or contractual commitments. Fictional data illustrates the decision.
Can we discuss the decision your company needs to make?
Sustain, expand, or create value.
A Need-Based Value Matrix conecta proposta, criação, entrega, percepção e captura de valor aos horizontes Core, Expansão e Inovação.
The horizon defines the decision context. It does not measure need fulfillment or replace the analysis of relevance, feasibility and complexity.
ROI depends on the decisions that come before it.
Comece pelo retorno esperado e investigue as condições que precisam sustentá-lo.
O benefício capturado justifica o recurso empregado?
How does the benefit turn into revenue, retention or margin?
Which outcome improves, reaches the customer, and is perceived as valuable?
For whom does that outcome matter enough?
Each element depends on the next one in the reading above. Costs, adoption and sustainable delivery must also support the economics of the choice.
Implications for leadership
How will this analysis change your next decision?
A sound strategic decision starts with a recognized problem, then examines the evidence needed to assess relevance, value, and returns. Customer-need research can guide strategic priorities; the Need-Based Value Matrix helps turn that evidence into choices across Core Business, Expansion, and Innovation.
Public research, methodology, and cases do not replace investigation of each company’s customer base and ICP. Potential ROI requires assessment of costs, feasibility, and the conditions for capturing value.
Even flawless execution cannot fix the wrong priority.
Bring this reasoning into your company. We research needs, interpret evidence and structure priorities to guide investments.
For CEOs, CFOs, boards and strategy leaders responsible for allocating resources.
Customer-needs research · Evidence of relevance and fulfillment · Priorities and decision rationale. Scope defined by your company's context.
The interactive scenarios and values are illustrative. Company research requires qualitative discovery, quantitative validation and ICAN. The Study develops and interprets this evidence base; the model organizes analysis without automatically assessing your customers.
NEXT DECISION
Assess investments
Briefly describe the decision, investment or challenge you need to assess. We will follow up to understand your needs and agree on an appropriate scope.
