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1. Frame

Define the problem with precision before any artefact is created.

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 mode 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 and what success means, before effort begins.

Framing well is the hardest part of the loop. Most teams skip it — they start building before they've agreed on what problem they're solving. Frame forces that agreement.

The Frame Canvas

The Frame Canvas is the core artefact of this mode. It captures five fields:

  1. Outcome — The metric you want to move, and why it matters now. Include current value and direction if possible (e.g. trial-to-paid conversion 12% → 20%).
  2. Affected user — Who experiences the problem and what they're trying to do. Go beyond a job title — describe what they're actively trying to accomplish.
  3. Evidence — Three observable signals that confirm the problem is real. Observable facts only — data, behaviour, or direct feedback. Not assumptions, beliefs, or AI-generated summaries.
  4. Hypothesis — Your best guess at the root cause, in one sentence. Frame it so it can be proven wrong.
  5. Decision — The specific, answerable choice this loop must produce. Frame as yes/no or option A vs. option B.

Activities

  1. Kickoff and alignment — Executive and delivery kickoff covering vision, constraints, and success metrics. AI-assisted insight synthesis. Note: AI-generated insights at this stage are previews — they suggest direction but are not evidence until verified against primary sources.
  2. User and data immersion — User/stakeholder conversations. AI-assisted sentiment and journey analysis. Cross-reference AI-surfaced patterns against real user data, support tickets, or direct observation.
  3. Hypothesis shaping — Draft challenge statement linking user need to intended impact. Map assumptions to validation paths. Draft success metrics.
  4. Framing workshop — Team synthesis session producing the Frame Canvas.

Outputs

  • Challenge statement or hypothesis canvas (the 1-page Frame Canvas)
  • AI-generated insight map
  • Lightweight PRD outlining user value and business value
  • Defined success metrics and signal thresholds

Signal: 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.

2. Create→