Start with the business question
Which uncertain assumption could change your investment decision most?
Follow a useful path
Choose the stage that matches your current constraint. Work through the evidence and decisions before moving to the next program or investment.
1. Frame the investment question
2. Collect usable customer evidence
3. Challenge the offer
4. Choose a practical next step
A planning example
In a hypothetical launch, interview participants like an idea but have no budget or reason to switch. Treat that as interest, not established demand. Test the buying conditions and the offer before committing to a larger acquisition program.
How much evidence is enough to proceed?
There is no universal sample or score for every decision. Match the evidence to the cost and reversibility of the investment, record important limitations and agree the proceed, revise or stop criteria before interpreting results.
Your working kit
Download the worksheets with a short implementation guide. Edit them locally, assign owners and record the decision each worksheet supports.
Make the next step concrete
Bring the business question, the evidence already available and the constraints that matter. Discuss your next step with Nancy.