The decision universe
Every commercial decision a brand will face.
A business problem is usually a symptom. Underneath it sits a decision someone has to make. Research is only worth buying when it changes that decision, so we mapped the decisions first. This is all 124 of them, from the day a brand starts to the day it defends its lead.
124 decisions13 lifecycle stages
The shape of it
Where the 124 decisions concentrate.
Some stages of a brand’s life carry more decisions than others. This is how all 124 fall across the 13 lifecycle stages.
The library
Move along the spine. The decisions of each stage come into focus.
Stage 01
Discover
5 decisions
Found the decision you’re stuck on?
If it is one clear call, a Decision Sprint can answer it. If you are not sure which decision is really yours, the Audit will find it. And every decision has research capabilities beneath it.