E2I – Evidence-to-Impact

After 4 weeks you know which activities actually move revenue. After 8 weeks the effect is visible to your board, advisory board and team. E2I is not another innovation programme. It is an execution and decision mode that translates insights into impact – measurable, prioritised and internally explainable.

What is E2I (Evidence-to-Impact)?

E2I (Evidence-to-Impact) is an execution programme for executives and leadership teams who want to translate customer insights consistently into measurable impact.
The focus is on prioritising a few revenue levers, robust hypotheses, short experiments and clear decision bases.
The goal is visible effect within 4–8 weeks instead of further activity without impact.

Which problem does E2I solve?

Many companies don’t have an insight problem.
They have an impact problem.

There are:

• Initiatives
• Projects
• Meetings
• KPIs

But:

• Revenue grows more slowly than expected
• Priorities change constantly
• Successes are hard to prove
• Recognition from the board or advisory board fails to appear

In the end, a clear answer to a simple question is missing:

What actually makes customers buy today – and what do we therefore do first?

Why does this happen?

Most organisations steer inwards:

• Roadmaps
• Stakeholder opinions
• KPI logics
• Historical data

Customers, however, decide outside this logic.

For them only one thing counts:
Does an offer create relevant progress in their concrete situation?

Internal data often shows correlations, but rarely causes of purchase.
Without evidenced buying conditions everything becomes important – and nothing gets prioritised.

That costs:

• Tailwind inside the company
• Time
• Money
• Trust

What should it look like instead?

• Clear priorities instead of endless weighing
• Measures that pay into revenue levers
• Decisions that can be justified
• Impact that is visible to board and advisory board

In short: plannable progress instead of activity simulation.

How does E2I help?

In the E2I programme we jointly find out
under which conditions your customers buy – and what that means for your next decisions.

• The E2I programme produces no concepts, but concrete decision and execution artefacts.
• Prioritised revenue levers (3–5)
• Clearly formulated hypotheses with measurement logic
• Concrete experiments and measures
• Decision and steering templates for board/advisory board
• Evidence-based stop/continue decisions
• Documented learning loops for follow-up decisions

Building on more than 20 years of customer research and over 1,000 C-level projects, we translate insights directly into action.

1. Reconstructing buying decisions

We analyse real buying processes:

• Why did customers buy your solution or comparable ones?
• Which triggers, expectations, fears and alternatives played a role?
• Why now and not later?

We work with evidenced patterns, not with assumptions.

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2. Turning insights into concrete measures

Together we identify:

• the decisive revenue levers
• measures that create impact
• activities you can spare yourselves

Focus: do less, but the right things.

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3. Close, iterative sparring

No reports, no theoretical ballast.

In a weekly sparring session:

• the next decision
• the next measure
• clear execution tasks

Directly effective. Directly actionable.

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4. Evidence loop instead of action plan

E2I works in clear cycles:

New evidence → next decision

• if it works → scale
• if it doesn’t → adjust or stop

The result is progress with a learning curve, not activity for activity’s sake.

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5. Fixed fee, cancellable monthly

• Full transparency
• No surprises
• Maximum control

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How does the programme run?

We work in short cycles, with clear measurement points
and without consensus theatre.

From purchase to impact

Day 0 – Fit check
Does E2I fit your situation? If yes, go-ahead.

Week 1 – Kick-off

• Sharpening situation, goals and hypotheses
• Shared language and decision logic

Weeks 1–3 – Research

• Analysis of real buying patterns
• Derivation of the relevant levers

Weeks 3–4 – Decision brief & first lever

• 1–2 measures with direct revenue relevance
• e.g. offer language, proof points, funnel bottleneck
  → visible effect within 4 weeks

From week 5 – Evidence loop

• Fortnightly reviews
• the next decision
• the next measure
  Continue, adjust or stop – depending on the evidence.

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E2I self-check

If at least three of the following points apply to you, E2I is relevant:

• We need visible impact in ≤ 4 weeks
• Time is critical, fast results are decisive
• We want EBIT/ROCE-oriented steering, not soft KPIs
• We rely on co-creation, not outsourcing
• We need planning certainty in fixed cycles
• Our board or advisory board demands robust decision bases
• We only accept measures that pay into real customer patterns

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What’s the next step?

• If you still need clarity:
  → Customer Insights Sprint
• If you want to build the method in-house:
  → Mastering JTBD Live Online
• If you have insights but need impact:
  → E2I – Evidence-to-Impact (booking page in German)

👉 Book E2I bindingly now (in German)
(or clarify fit beforehand in a fit check – book an intro call in English)

Frequently asked questions about the E2I – Evidence-to-Impact programme

FAQ 1

Which companies is E2I suitable for?
E2I is aimed at companies and leadership teams that already have products, services or markets, but struggle to translate insights reliably into impact. Typical are organisations with several parallel initiatives, high decision pressure and a need for clear priorities.

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FAQ 2

How does E2I differ from classic consulting?
E2I delivers no concepts or presentations, but works in short decision and execution cycles. Measures are only continued if their impact is evidenced. Everything else is adjusted or stopped.

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FAQ 3

How quickly are results visible?
First measurable effects usually show within 4 weeks. After 6–8 weeks, progress can be robustly presented to board, advisory board or shareholders.

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FAQ 4

What role does customer research play in the E2I programme?
Customer research serves not insight for its own sake, but as a decision basis. Buying patterns are deliberately reconstructed to derive hypotheses, prioritise measures and make impact measurable.

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FAQ 5

How many topics are worked on in parallel?
The focus is deliberately on only 3–5 prioritised levers. E2I reduces complexity instead of adding more.

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FAQ 6

Is E2I meant for strategy or execution?
E2I combines both. Strategic clarity emerges from evidence-based decisions; execution happens in short, verifiable steps.

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FAQ 7

How does E2I differ from the Customer Insights Sprint?
The Customer Insights Sprint creates clarity about customer logic and priorities.
E2I starts where insights already exist and are to be consistently translated into impact.

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FAQ 8

How does E2I differ from Mastering JTBD?
Mastering JTBD is a learning and capability-building programme.
E2I is an execution and decision programme with a direct focus on impact.

Frequently asked questions