Articulate the desired outcomes and pathways to achieve them.

• Activities:

  • ​​Synthesizing key findings from framing activities.

  • Identifying current states ("Get") and defining desired states ("To").

  • Mapping actionable strategies to bridge the gap ("By").

  • Collaborating with stakeholders to refine outcomes.

Define the competitive and contextual landscape for decision-making.

• Activities:

  • Conducting market analysis to establish benchmarks.

  • Identifying key competitors and substitutes.

  • Evaluating consumer perceptions and category norms.

Craft powerful insight statements to drive strategy and innovation.

• Activities:

  • Translating data and findings into concise, actionable insights.

  • Collaborating with stakeholders to ensure alignment.

  • Refining statements for clarity and impact.

Understand the reasons consumers/operators choose (hire) or abandon (fire) products or services.

• Activities:

  • Conducting in-depth interviews and surveys.

  • Analyzing decision-making pathways and pain points.

  • Identifying key triggers and barriers.

Establish credibility and trust in proposed solutions or strategies.

• Activities:

  • Identifying proof points and supporting data.

  • Crafting compelling narratives to reinforce RTBs.

  • Testing RTBs with target audiences.

Pinpoint areas of opportunity for deeper exploration.

• Activities:

  • Evaluating data and trends to identify gaps and opportunities.

  • Prioritizing areas based on impact potential and alignment with client goals.