1. Frame

Frame transforms ambiguity into a testable opportunity. Most teams jump too quickly into solution mode. Frame resists that instinct. It focuses on defining the right problem with precision before any artefact is created. This phase uses structured synthesis, including AI-assisted analysis, to integrate market signals, user evidence, operational realities, strategic constraints and commercial objectives.

The objective is not discovery for its own sake. The objective is to define a sharp, bounded hypothesis with measurable intent. Framing aligns stakeholders around what the problem is, what success means, all before effort begins.

What you'll get

• Challenge statement or hypothesis canvas
• AI-generated insight map
• Lightweight PRD outlining user value and business value
• Defined success metrics and signal thresholds

Signal you're searching for: Problem Validity

You can move on to Create once:

• There is confirmed evidence of meaningful customer pain.
• The problem links directly to a measurable business objective.
• Success criteria are explicit and measurable.
• Stakeholders formally agree the opportunity is worth testing.

If these conditions are not met, the loop does not progress.