Be there.

Use when you want to understand how you can matter most to the people who matter most to you.

Once you identify the people that matter most to your success—and who your success matters to, use the Moments That Matter Drill to show up when they need it the most.

There are two types of moments that can make a different in the lives of your Matters Most archetypes, constituents, beneficiaries, or users of your emerging solutions:

Moments to respond to
Events that occur in the lives of your constituents. There is a need to respond to and an opportunity to improve the current state of what they are experiencing today.

Moments to create
The touch points that don’t currently exist in the lives of your constituents. These are moments that you can invent to surprise and delight your constituents, and are opportunities to add value and impact.

Instead of letting features and benefits drive your development efforts, teams will imagine the lifecycle of their constituent and how they experience the events associated with the challenge.

By taking stock of these moments, your team will understand how your solution might be relevant and meet the real need or pain of the people who matter most.


  • An inventory of moments that matter

  • Insight into moments that happen—and need a response—and moments you can create

  • Hypotheses for which moments matter most relative to the Thing Wrong Session Challenge

Required Drills
Matters Most should be run before Moments That Matter

Blue tape 
Green Dots


Step 1
Assign constituents from the Matters Most Drill to each team.

Step 2
Announce to teams that they are expected to act as proxies and advocates for their assigned constituents.

Step 3
Introduce the Moments That Matter Drill.

Step 4
Share the importance of moments with Wrong Thinkers—underscore how you show up at important moments influences the perception of value and shapes relationships.

Step 5
Ask teams to identify moments that might matter most to their constituents.

Step 6
Have teams identify moments that occur in the lives of their constituents that they can respond to.

For example: new competitor enters the market, a financial crisis, a regulatory change, a disruptive innovation, top talent becomes available, etc.


Step 7
Have teams identify moments they might create on behalf of their customer(s).

For example: anticipating a need, delivering an insight, taking a stand, introducing a potential partner or client, asking for feedback, etc.

Step 8
Give three dots to each Wrong Thinker. Ask them to dot vote for the three moments that are most closely aligned with their challenge.

Step 9
Optional: Have teams share their top ranked moments with the group.

Encourage Wrong Thinkers to put themselves in the shoes of their constituent(s) and to imagine the lifecycle of events and moments associated with the Challenge. 

When to use the Drill

How to introduce the Drill

Tips for facilitating the Drill