How the method came to be
The pattern
The same failure, again and again
Across a decade of consulting, strong companies kept building the wrong things well. The problem was never talent or budget; it was deciding what to build.
The earthquake
AI made knowing cheap
When knowledge became nearly free, the only advantage left was working out what nobody had worked out yet. Speed was not the answer. Shape was.
The first wheel
Four movements
Trends, Stories, Journeys, Pilots: a way to figure out what is worth building, with evidence rather than opinion.
The flywheel
Four wheels, sixteen steps
Research alone was not enough. Incumbents could prove an idea and still fail to make it, show it or serve it. So the loop grew to Development, Marketing and Service, and Experiences now feed back into Trends.
Now
Free, complete and citable
The method is published in full, for anyone, in any industry. A network of practitioners runs it around the world.