Find a useful starting point
Solve a challenge
Start with what is happening in your work. Each guide connects the decisions to make with the methods that can help.
Our messaging sounds generic
Work back from the message to the customer, competitive alternative and value it should express.
We're launching a product
Make the key launch decisions in a deliberate order. Add specialist methods as your launch requires them.
We keep losing to a competitor
Find out what is happening in buyers' decisions, then turn the evidence into useful guidance.
Customers aren't finding value
Trace where the customer promise breaks down, then focus on the behaviour that delivers value.
We need to rethink pricing
Begin with the value customers receive, then choose the research method for the decision you need to make.
Too many priorities, too little time
Make the strategic choices explicit, then translate them into work the team can realistically deliver.
We're entering a new market
Validate the audience and buying context before carrying your current positioning into a new segment.
We want to build customer advocacy
Start with the experience and the relationship before asking customers to recommend you.
Sales needs more useful support
Diagnose the gap between the material you produce and the help buyers and reps actually need.
These starting points draw on the knowledge base's situation guide and framework relationships. Adapt the sequence to your context.