Time
Value shows up after the user has already decided it wasn't worth it. Since almost nobody measures time to first value, the delay appears in no report.
Growth Product Strategy · United States
Nobody owns the moment your users see value
The product delivers the outcome, but the customer doesn't see it in time, or whoever sees it isn't the one who renews. We measure that distance and what it costs per month.
Book the reviewIf it does not make sense to continue, the analysis stays with you. No commercial follow up.
Ask AI about Growth Product Strategy
Companies don't lose customers for lack of value
The reframeThey lose because the value exists and is not perceived at the right time, by the right person, in the right form. Three different distances, each corrected a different way.
People
Evidence of value reaches whoever uses the product, not whoever renews the contract. At renewal, the person signing has nothing in hand to justify the line item.
Form
The user does reach the outcome, but inside a report they never open or a screen they never visit, so the work that would expose this never gets instrumented.
The model exists to make that distance visible and measurable, and to rebuild product, onboarding, automation and team around it.
Cost of the status quo
What the leak charges while nobody measures it
You pay for retention out of the acquisition budget
When the base doesn't hold, the team compensates by buying more customers. On the monthly close that shows up as higher marketing spend, and the lost revenue that caused it shows up nowhere. Two quarters later the CAC payback is already longer.
United States data
16.1%of U.S. companies pursue design as a structured, creative process. Source: NSF, Annual Business Survey 2022 (2021 data)
43%of VC-backed startup shutdowns involved poor product-market fit. Source: CB Insights, March 2026 (385 shutdowns analyzed)
Without measuringThe product delivers the outcome
Without measuringThe customer doesn't see it in time
Without measuringWhoever sees it isn't who renews
With the Value Leak ReviewWe measure the distance and what it costs
With the Value Leak ReviewThe three highest impact fixes, prioritized
The method
Value Perception Model
The model turns the distance between delivered value and perceived value into a number. It maps the user path against behavioral signals: time to first value, adoption milestones, satisfaction indicators. Each is correlated with retention and revenue, so an intervention gets chosen by expected financial effect instead of by opinion.
Read the VPM thesis- 01Diagnose
- 02Implement
- 03Automate
- 04Measure
- 05Internalize
Measure returns to Diagnose. Every shipped intervention moves where the next leak sits.
Three layers, each feeding the next
How it works-
Entry point
Value Leak Review - Assessment
A read of your activation and retention funnel against behavioral signal. The only thing this page asks you to book.
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Diagnosis, consulting and implementation · fixed scope, paid
Instrumented mapping of time to first value, adoption milestones and satisfaction, correlated with retention and revenue. Then ICP definition, PMF validation, North Star Metric architecture, no-code MVPs and workflow automation. Billed by fixed scope.
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Continuity and capability building
The same team keeps the method running after implementation (ICP scoring, behavior based onboarding, feedback analytics, usage dashboards) with bootcamps and workshops for your team to internalize the process.
Recent deliveries
Proof“What convinced me about working with Josias was the combination of methodology, a tracking system and AI working together. Using the data captured along the journey, the process produces material that is relevant and tailored to our context, not generic recommendations. For me, the differentiator is having a methodology with tangible deliverables. It is work that leaves structure inside the company, and that is why I am certain we will learn a great deal along this journey.”
“We stopped ABSeed's entire operation for two days for an intensive course with Josias and Igor, and it was one of the best decisions we made all year. We got the team on the same page, built a solid foundation, and walked out with several ideas for optimizing the operation.”
“I took my CS team to the AI workshop and it was well worth it. In an era of a lot of AI noise and not much clarity on where to start, which tool to use, which pain to solve, Josias brought first-rate content that taught us and, above all, encouraged us to go further. Months later I'm glad to see AI helping us attack a lot of our productivity, cost and speed problems, and much of that started with the workshop.”
“Josias worked with us at Mais Controle for six months and made all the difference in our product strategy. He mapped our user journey, which was confusing and unclear for us, and defined the activation and retention metrics that now guide our roadmap. I recommend him to anyone who wants their product to deliver more value to the user.”
Who leads the work
Josias Oliveira
Josias Oliveira is the founder of Growth Product Strategy, a B2B sales consultancy founded in 2026. It installs a sales method in companies with a validated product, with weekly follow-up.
Eighteen years leading product and design inside companies where the growth problem was structural. He ran the first product led growth initiative at RD Station, built the first product and design organization at Octadesk, was Global Head of Product at Embraer, and took part in ThoughtWorks' first CX delivery in Latin America. He founded Growth Product Strategy in the United States to apply the same method as an outside operator.
LinkedIn profileWho this works for
FitGood fit
- Tech startups between pre-seed, seed and Series B, with a product in market and real users
- SaaS, digital services and e-commerce SMBs, 10 to 200 employees
- Agencies structuring evidence based delivery
- Companies where someone at C level sits inside the work
Poor fit
- Pre-product, with no users and no revenue
- Staff augmentation, or execution without changing how decisions get made
- Anyone looking for a full time C level hire
- Anyone wanting a deck of recommendations without implementation
The six questions before booking
ObjectionsIs this consulting or software?
We're a consultancy that executes. Diagnosis, design and implementation come from the same team, in the same engagement. There's no separate software product for you to run on your own. What's left when the project ends is the method instrumented inside your product, not a separate subscription.
I'm the company's CTO. How can you help me?
As a strategic arm, not more engineering. Your team keeps owning execution; we get involved in deciding where to point that execution, instrumenting where perceived value breaks and prioritizing the roadmap by expected financial effect instead of opinion. It's the number that backs the call in front of the board.
We already have a head of product. Where do you fit?
Your head of product owns the roadmap and the team. We own a narrower question: where perceived value breaks between signup and habit. That work sits outside the scope of anyone running daily operations. If it is already instrumented, say so in the call and we end it early.
We don't have the team to execute the recommendations, how does that work?
You spend a few scheduled hours per milestone, not a dedicated team, so you can weigh that cost before committing. Where internal capacity is the real constraint, implementation is part of what we do, and the capability transfer in the final layer makes the next round cheaper.
Are we too small for this?
You qualify with a product in market, paying users, and someone at C level in the work. Below that, a diagnosis measures a funnel without enough traffic for signal, and the number comes back with too wide an error bar to act on.
How much does it cost?
The two week diagnosis is fixed scope, with a pre-defined price. No surprises. Consulting and implementation are billed by fixed scope, agreed in writing before work starts. The Value Leak Review costs nothing.
30 min · free
Book the review
- Where perceived value leaks in your funnel
- Which point costs the most per month, and the order of magnitude
- The three highest impact fixes, prioritized
30 minutes, free. If it does not make sense to continue, the analysis stays with you to apply internally. No commercial follow up.