| Business question | What should we fix or pursue first? | Is this solution worth investing in? | What must be true for this to work in practice? |
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| Best fit | Leadership teams facing competing priorities in one customer journey or business area. | Teams with a specific opportunity and an important assumption that remains untested. | Teams with a tested direction facing meaningful integration, data, ownership, or vendor-selection complexity. |
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| Activities | Agree one business area and the decision to make · Review customer evidence and how the work happens · Establish a baseline and compare a short list of opportunities · Choose one priority—or recommend stopping or deferring · Define the next experiment, its owner, and success measure | Identify the assumption most likely to change the decision · Agree a test and measurable success criteria · Create the smallest useful prototype or workflow experiment · Run the test with agreed users or operational evidence · Review findings and recommend proceed, change, or stop | Define one bounded pilot and acceptance criteria · Check critical data, integration, and workflow assumptions · Compare simplify, buy, connect, and build options · Set delivery ownership, adoption needs, and measurement · Prepare a sequenced handoff with decision gates and revisit technology choices before implementation |
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| Deliverables | An evidence-backed priority and a practical next experiment. | Test evidence and a clear investment recommendation—not just a prototype. | A scoped pilot plan that a delivery team can assess and act on. |
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| Your participation | A decision-maker, the people doing the work, and access to relevant customer evidence and operating data. | An opportunity owner, access to test participants or workflow data, and timely feedback on the experiment. | The business owner, technical or vendor representatives, and the people responsible for operating the result. |
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| Scope boundary | One agreed business area. Research access, stakeholders, and evidence gaps are scoped before starting; this is not a company-wide growth audit. | One opportunity, one primary assumption, one agreed test cycle. Participant count, prototype depth, and revisions are set in the proposal. Production delivery is excluded. | One defined pilot or delivery decision. Named integrations and technical checks are scoped explicitly. Implementation and ongoing operations are quoted separately. |
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| Decision enabled | Prioritize, defer, or stop. | Proceed, change, or stop. | Commission, simplify, or resolve a remaining risk. |
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