Define

Define the opportunity, identify knowledge, map business capabilities and agree KPIs
Immerse

Deepen knowledge with desk research that maps learnings from past, present and emergent successes and failures
Target

Map the customer universe and identify the target customer profile and persona
Explore

Co-create rapidfire ideas with colleagues, super consumers, outside experts and creative and strategic thinkers
Refine

Critique ideas against KPIs and develop the strongest ideas into customer ready propositions
Validate

Test with customers in the live environment, through optimised performance marketing to identify winning propositions