At AirportLabs , one of our most valuable—though informal—presentation KPIs is TTW: Time To Wow
It’s the precise moment during a product presentation when a client’s perspective shifts, and they simply say, “Wow.”
It’s whimsical, but it’s anchored in tangible results:
- It’s Predictable: The “wow” almost always happens within the first 20 minutes.
- It’s Skill-Based: Some of our team members are masters of achieving a low TTW.
- It’s Product-Driven: Certain products consistently inspire that “wow” faster than others.
For those not presenting, we have a fun meta-game: “spotting the wow.”
But the real measure of success comes later. We’re now focused on TTWaGL: Time To Wow after Go Live.
Because a lasting impression is the one that truly counts.
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