01By the job to be done
What are you trying to learn?
Positioning
Does the message land — or bounce?
Pricing / Price-Sensitivity
Willingness-to-pay without leading the witness.
Demand / Jobs-to-be-Done
Why people switch — the forces of progress.
Ideation (How-Might-We)
From a How-Might-We to concepts worth building.
Continuous Discovery
A standing panel that remembers across weeks.
Churn Reasons
Why they leave — and which reasons you can fix.
A/B Test
Which variant wins — and who it wins for.
Every job runs through a proven framework — Double Diamond, the d.school micro-cycle, Lean/JTBD — using one move at a time: a council, a prototype test, a head-to-head, a red-team. See how it works