Opportunity Identification (Raw Observations)
Purpose
This is the raw material layer.
Opportunity Identification captures direct signal from interviews and kickoff discussions before any synthesis, scoring, or prioritization happens.
Nothing enters this layer unless it is directly attributable to something that was said.
This is where:
- Quotes are preserved
- Nuance is retained
- Premature abstraction is avoided
Canonical Opportunity Log
This is maintained as one master sheet across all functions.
Required Columns
| Column | Description |
|---|---|
| Function | IT, Finance, Ops, Sales, etc |
| Observation | Factual statement of what exists |
| Type | Issue / Strength / Idea / Constraint |
| Impact | Why it matters |
| Example or Quote | Verbatim or close paraphrase |
Every row must tie back to:
- A transcript
- The kickoff
- A system walkthrough
If it can't be sourced, it doesn't belong here.
Writing Rules
| Rule | Guidance |
|---|---|
| Be concrete | Avoid abstractions |
| Separate fact from opinion | Observation is not interpretation |
| One idea per row | No bundling |
| Neutral tone | No judgment |
| Preserve language | Prefer exact wording |
Good observations feel boring. That's intentional.
Example
| Function | Observation | Type | Impact | Example or Quote |
|---|---|---|---|---|
| IT | Three ERP systems maintained in parallel | Issue | Increases integration complexity | "We operate on three ERP systems…" |
| IT | Snowflake DW with CDC and DBT | Strength | Enables unified analytics | "The glue that keeps them together…" |
| IT | Snowflake access restricted to IT | Issue | Creates analysis bottlenecks | "No one outside IT can query it." |
| IT | Considering Sigma for self-service | Idea | Could reduce IT load | "Sigma looks and feels like Excel." |
This pattern repeats across every function.
Allowed Observation Types
| Type | Meaning |
|---|---|
| Issue | Actively causing pain or drag |
| Strength | Existing asset to build on |
| Idea | Suggestion or exploration |
| Constraint | Hard boundary or policy |
| Observation | Neutral fact without judgment |
Use "Observation" when unsure. Interpretation comes later.
Attribution Discipline
| Source | Handling |
|---|---|
| Direct quote | Use quotation marks |
| Paraphrase | Stay close to wording |
| Multiple interviews | Note consistency later |
| Single mention | Still capture it |
Attribution builds trust in the final readout.
How This Feeds Synthesis
This log is later used to:
- Deduplicate similar issues
- Identify shared root causes
- Surface cross-functional enablers
- Separate symptoms from causes
No scoring happens here.
No prioritization happens here.
This is evidence collection.
Success Signal
This step is successful if:
- The sheet feels long and unglamorous
- Multiple rows say similar things in different words
- Quotes jump off the page
That redundancy is the signal.
Next step is Scoring & Prioritization, then Theming, where these raw cuts collapse into something leadership can digest.