The "Eyes Light Up" Test
A quick test to identify your product's "aha moment"
This is a preview of my new book, EUREKA: The Customer Onboarding Playbook for High-Growth B2B Companies (coming June 2025).
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"How do you know when you've found your product's activation moment?"
This is one of the most common questions I get from B2B companies trying to improve their onboarding. While companies like Facebook can analyze billions of data points to find that perfect "7 friends in 10 days" moment, most B2B products don't have enough users to find statistically significant patterns.
But here's the thing: you don't need sophisticated data science to identify your activation moment. You just need to watch your customers' eyes.
The "Eyes Light Up" Test
I recently discovered a brilliant framework from Wes Kao, co-founder of Maven.com, that answers this question. While she originally created it to test marketing messages and positioning, I've found it incredibly valuable for identifying activation moments in B2B onboarding.
During customer conversations, watch for what Wes calls the "Eyes Light Up" (ELU) moment—that instant when someone becomes visibly excited about your product.
You'll notice it when:
They suddenly perk up in their chair
They lean forward with interest
Their energy visibly shifts
They start sharing specific use cases
They interrupt you with enthusiastic questions
These physical reactions are more reliable than verbal feedback. The power of this framework lies in its contrast. You'll know you're on the wrong track when you see:
Glazed-over eyes
Slumped posture
Checking their phone
Polite but distant nodding
Low energy responses like "mm-hmm" or "interesting"
How to Use the ELU Test
During your next few customer calls (sales demos, onboarding sessions, or feedback interviews), pay attention to these moments:
Track the Triggers: What feature or benefit were you discussing when their eyes lit up?
Note Their Words: What specific language did they use to describe their excitement?
Watch for Patterns: Do different customers light up at the same moment?
These patterns often reveal your product's true activation moment—the point where customers first glimpse the transformation it promises.
Real-World Example
While working with a construction photo documentation tool, their team initially thought "takes 10 photos" was their activation moment because data showed these users were more likely to stay active.
But during customer calls, they noticed something interesting. Contractors' eyes didn't light up when taking photos. The energy in the room shifted when they showed how those photos got instant approval from clients, eliminating the need for site visits.
That was their true activation moment—not the action of taking photos, but the first time a client approved work remotely through their platform.
Finding Your Product's ELU Moment
Here are three ways to start identifying your product's Eyes Light Up moments:
Sales Demos: Try describing your product slightly differently each time. Notice which descriptions spark that physical reaction.
Onboarding Calls: Watch for moments when customers interrupt with excitement or start brainstorming use cases.
Customer Interviews: Ask about their journey: "When did you first feel confident you made the right choice?"
Remember, you're not looking for polite nods or "interesting" comments. You're watching for that unmistakable moment when someone's entire demeanor changes because they've just glimpsed how your product could transform their work.
That's all for now, folks!
I'd love to hear your unfiltered thoughts about this preview:
Have you noticed ELU moments with your customers?
What triggers those reactions in your product demos?
How do you currently identify your activation moment?
What else should I discuss in the book?
Leave a comment below.