# Activation / Time-to-Value Diagnostic
> Use when activation trouble is signaled but root cause is unclear.

## 1. Signal
- **Observed symptom:** _[fill]_
- **Metric and source:** _[fill]_
- **Time period:** _[fill]_
- **Affected cohorts:** _[fill]_

## 2. Cohort Breakdown
| Cohort | Activation rate | TTV (median) | Trend |
|---|---|---|---|
| _[fill]_ | _[fill]_ | _[fill]_ | _[fill]_ |

## 3. Pipeline Stage Diagnosis
| Stage | Entering | Completing | Drop-off | Hypothesis |
|---|---|---|---|---|
| Arrival→First action | _[fill]_ | _[fill]_ | _[fill]_ | _[fill]_ |
| First action→Setup | _[fill]_ | _[fill]_ | _[fill]_ | _[fill]_ |
| Setup→First value | _[fill]_ | _[fill]_ | _[fill]_ | _[fill]_ |
| First value→Aha moment | _[fill]_ | _[fill]_ | _[fill]_ | _[fill]_ |

## 4. Root-Cause Hypotheses
| Rank | Hypothesis | Evidence for | Against | How to test |
|---|---|---|---|---|
| 1 | _[fill]_ | _[fill]_ | _[fill]_ | _[fill]_ |

### Categories to check
- [ ] Value proposition mismatch
- [ ] Friction in first-run
- [ ] Wrong aha moment defined
- [ ] Accessibility barrier
- [ ] Environmental blocker
- [ ] Competing habit
- [ ] Timing mismatch

## 5. Recommended Interventions
| Intervention | Hypothesis | Impact | Effort | Risk |
|---|---|---|---|---|
| _[fill]_ | _[fill]_ | _[fill]_ | _[fill]_ | _[fill]_ |

## 6. Decision
- **Conclusion:** _[fill]_
- **Decision:** _[fill: proceed / pause / escalate]_
- **Next review:** _[fill]_

## 7. Routing
| Root cause | Route to |
|---|---|
| Acquisition mismatch | go-to-market |
| Analytics wrong | product-analytics-and-measurement |
| No real problem | product-strategy (PMF) |
| Account retention | conditional-customer-success |