A structured way to turn what you’ve learned about your customers and your gaps into new or improved products and services, then test them before you build.
Leaders who need a new offer, a better one, or a way to stand apart, and don’t want to bet the budget on a hunch.
You leave with a short list of tested concepts that fit your purpose, your customers and your ability to deliver, each with a clear way to prove it works.
“Our offering hasn’t changed much in years, and customers have noticed.”
“We have plenty of ideas. We don’t know which ones are worth the money.”
“We launched something new, and nobody really wanted it.”
“Every new product looks a lot like what our competitors sell.”
“Our customers keep improvising workarounds we never planned for.”
“I have an idea I believe in, but I can’t get it out of my head and into the world.”
Most brainstorming starts with a blank page and ends with a long list. The list feels productive, but it’s hard to choose from because nothing told the ideas what to aim at. Ideation works better when it starts from evidence: what customers are trying to get done, where they struggle, and what your organization does that no one else can.
We use that evidence to set a clear constraint before anyone generates an idea. Then we go wide, so the group gets volume and variety. Then we narrow, testing every concept against your purpose, your customers and your ability to deliver. What comes out is a few concepts worth building, each written as a hypothesis you can prove.
A closer look
The customer jobs, pains and gains we’re designing for, and the one rule every concept must meet.
We prescribe a suite of exercises that are best suited to uncover hidden truths, unexplored potential and next-level concepts.
A set of developed concepts, each described in plain language with the customer story behind it.
Results from early validation with real and simulated audiences, plus the effect each concept would have on the rest of the business.
Each validated concept written as “if we do this, then this will happen,” with the measure and timeframe that will prove it.
The prioritized concepts and a phased roadmap with owners and resources, ready to move into delivery.
Know which gaps matter most, so new ideas aim at the right problems.
Test concepts with the people you want to serve before you commit.
Build the digital product or service experience the winning concept calls for.