Mentor Dida
WORK IN ACTION

LAUNCH CLUB · JOURNEY CONSULTING

How Launch Club found
shared direction

Redesigning the member experience through Journey Consulting

The breakthrough
Mentor Dida in conversation with Jeff Walker and Jen Zils on the Launch Club Live stage
LAUNCH CLUB LIVEWith Jeff Walker and Jen Zils at Launch Club Live in October 2022, while the new offering was being developed.
THE ORGANIZATION

Jeff Walker’s Launch Club

THE CHALLENGE

Align a capable team around what comes next.

MY CONTRIBUTION

Design and facilitate the change journey.

THE TEAM’S CONTRIBUTION

Develop the detailed program and bring it to life.

REPORTED OUTCOME

The team brought the new offering to life

1.21.7years

Member retention duration

6569

Net Promoter Score

77%86%

Member satisfaction

Outcomes reported by Mentor Dida following implementation.

LAUNCH CLUB · JOURNEY CONSULTING

Strong ideas and
a shared commitment

Jeff Walker’s Launch Club team had entrepreneurial experience, strong ideas, and a shared commitment to serve members better. They needed clarity about the next evolution of their program and a direction they could carry forward together.

Launch Club helps entrepreneurs develop and launch their businesses. Jeff engaged with the discovery findings and trusted his team to shape the future. That leadership support gave us room to examine the member experience and work through different views.

I guided the team through Journey Consulting. Through discovery, honest dialogue, and collaborative design, we developed a more flexible member experience: self-paced milestones, supported by recurring sessions around members’ most important needs.

THE QUESTION AT THE HEART OF THE WORK

How could the program meet members where they were, and help them keep moving?

ASH PORTER, CHIEF OF STAFF, INTERNET ALCHEMY

“you helped influence so much of the change we’re currently moving through!”

THE CHANGE JOURNEY

Discover, Design,
Mobilize

The journey began with COO Jen Zils, followed by conversations with Jen and her team. I kept returning to one question: what would success look like at the end of this work?

01 / DISCOVER

Agree on what
success means.

Staff surveys explored challenges, desired outcomes, and opportunities for improvement. Customer surveys asked where the program met, exceeded, or fell short of expectations. Delivery metrics and coach insights added other perspectives.

We translated the findings into measurable “guiding stars.” Alongside retention, recommendation, and satisfaction targets, we wanted a more collaborative, evidence-informed culture. Ideas now had a shared test: would this help us achieve what we had agreed mattered?

A QUESTION FOR YOUR TEAM

What would we measure to know this change helped?

02 / DESIGN

Shape the journey
together.

We formed a change team of around 12 people and identified customers and advisers who could add perspective at key moments. I designed a sequence of team sessions, leadership check-ins, and time to digest what was emerging. Mural became the shared workspace for a globally distributed team.

We made the scope explicit: improve program delivery, the member experience, enrollment cadence, and the use of data. Curriculum changes, new offers, new audiences, and an overhaul of marketing and sales sat outside this work.

For a team with so many ideas, these boundaries helped us stay focused while giving other possibilities a place to wait.

A QUESTION FOR YOUR TEAM

What are we deliberately choosing not to change?

03 / MOBILIZE

Make room for
honest conversations.

A LESSON TO CARRY FORWARD

Shared direction grows when people can name what they see, hear one another fully, and work through the differences that matter.

The team was ready to jump into ideas. We first created community agreements: listen, be authentic, respect different perspectives, and allow time to process. These gave us something to return to when conversations became difficult.

Together, we examined what was working, what could work better, and what needed investigation. Members valued the coaches, content, and community. Some also felt behind, struggled to find what they needed, or waited for a milestone relevant to their stage.

People cared deeply about the work they had built. Questioning it could feel personal. My responsibility was to help the team stay present, hear concerns fully, and explore what the tension was teaching us. Their willingness to be honest made room for a deeper understanding of the problem and one another.

After every session, we asked what went well, what could improve, and whom we wanted to appreciate. Leadership check-ins helped us adapt the next engagement. Reflection kept the journey responsive to the people doing the work.

The team’s Mural board of community agreements for listening, participation, and collaboration
Community agreements gave the team a shared basis for honest dialogue.View board ↗
A Mural board collecting what went well, what could improve, and appreciation for the team
Session reflections made learning, appreciation, and adjustments visible.View board ↗

THE BREAKTHROUGH

Progress at your own pace,
return for the support you need

We shaped the emerging insights into four “How might we” questions, refined them with staff and customer input, and generated ideas individually before working in smaller teams. We considered both importance and feasibility.

One team explored measurement, delivery, and enrollment. Another explored how the program itself could work. Bringing these perspectives together produced the breakthrough.

EARLIER STRUCTURE
DIRECTION DEVELOPED TOGETHER
EARLIER STRUCTUREMilestones followed successive weeks.
DIRECTION DEVELOPED TOGETHERMembers could complete milestones when ready.
EARLIER STRUCTURELive support followed the current stage in the calendar.
DIRECTION DEVELOPED TOGETHERRecurring sessions addressed needs across five core areas.
EARLIER STRUCTUREMissing an early step could make later sessions harder to use.
DIRECTION DEVELOPED TOGETHERMembers could return to relevant support as their needs changed.

TWO CONNECTED PARTS OF THE NEW EXPERIENCE

Self-paced milestones. Members move forward when ready.

Recurring topic support in five core areas:

  1. 01Planning and
    Development
  2. 02Platform and
    Positioning
  3. 03List Building and
    Lead Generation
  4. 04Product
    and Offer
  5. 05Launch, Revenue
    and Conversions

The Milestone Wheel explored a repeatable pattern of action, feedback, testing, reflection, and celebration. Progress could continue without requiring every member to move at the same speed. These were overarching concepts developed together. Launch Club’s team worked out the detailed content, schedule, and delivery. The excitement came from a direction that held people’s contributions and addressed the needs we had uncovered.

A question for your team: What happens when someone misses a step in your program?

04 / COMPLETE

Prepare the team
to carry it forward.

We mapped the proposed experience visually, explored affected roles and potential challenges, gathered feedback, and considered how success would be measured. Transition planning made the remaining questions visible: what needed more evidence, which decisions remained, and how to respond when implementation differed from the plan.

Jeff supported the proposed direction. We closed by recognizing each person’s contribution, appreciating one another, and making commitments to the next chapter. The team could acknowledge what it was leaving behind and take ownership of what came next.

A QUESTION FOR YOUR TEAM

Who will carry each decision forward, and what do they need to begin?

JANUARY 2023

The enhanced offering
began selling.

FEBRUARY 2023

The new experience was
live on Mighty Networks.

REPORTED OUTCOME

The team brought
the new offering to life.

Launch Club spent the following months developing the concepts into a detailed program.

Outcomes reported by Mentor Dida following implementation.
MeasureBeforeTargetStretchReported outcome
Member retention duration1.2 years1.5 years(none set)1.7 years
Net Promoter Score65687069
Member satisfaction77%82%85%86%

Retention duration exceeded the target. NPS rose four points, exceeding the target of 68. Satisfaction rose nine percentage points, exceeding the stretch goal of 85%. The figures describe outcomes following the team’s development and implementation work. Outcomes reported by Mentor Dida following implementation.

We’re so excited about what we’re creating and your spirit is infused into every piece

Clare DayDirector of Content Development & Instruction Strategy

Mentor Dida leading a keynote and participatory session at Launch Club LiveLeading the keynote and participatory session at Launch Club Live, October 2022.

THE EXPERIENCE IN THE ROOM

Bringing the work
to 500 entrepreneurs

While the new offering was being developed, the collaboration led to an invitation to Launch Club Live in the Palm Springs area.

Jeff and Jen interviewed me onstage about the change journey. On the following evening, I led a separate three-hour keynote and participatory session on the evolution of change for around 500 entrepreneurs.

I designed it to engage the whole person. Participants moved their bodies, engaged their minds and emotions, reconnected with purpose, and connected with one another. The response was deeply moving.

We ended with a standing ovation, a moment I still hold with gratitude.

CLARE DAY

“Thank you again for taking our stage. It was a wonderful experience for our members.”

Keynote speaker

MOVE FORWARD

What does your team need
to move forward?

If your team has strong ideas and needs a shared direction, let’s talk about what you are trying to change, where you feel stuck, and what progress would look like.

Discuss your team’s challenge

Interested in the speaking experience? Get in touch to request the recording.

Related: Journey Consulting · Keynote speaker · The Experience Menu