The As-Is Statement defines where you are now—before trying to imagine what could be. It creates a shared understanding of the current problem space, including the visible symptoms, key constraints, and system conditions.

Customer Discovery is where real insight begins. Through direct conversations, observations, and research, teams uncover the lived experiences, frustrations, and behaviours of the people most affected by the problem.

The Empathy Map turns raw insights into something structured and shareable. By mapping what users say, think, do, and feel, teams develop a more human understanding of the problem space.

Customer Personas represent patterns in user behaviour, needs, and motivations—not generic demographics. They humanise your insights by creating relatable, focused profiles based on real data.

The Outcome Statement reframes the problem in terms of what success looks like. It captures the shift you’re aiming to create for users or stakeholders—turning pain points into a clear, directional goal.

 The Idea Silhouette helps teams shape early-stage concepts without falling in love too quickly. It begins with a focused “How Might We” question, explores a range of solution ideas, and builds simple visual prototypes to bring them to life.

The Needs Fit Check is a focused reality check. It reconnects your idea to the core user need—and flags anything that doesn’t directly serve it.

This tool maps the broader network around your solution—users, enablers, blockers, and influencers. It visualises how different stakeholders interact with your idea and each other, revealing points of friction or support.

The Storyboard brings your solution to life through the eyes of the user. It lays out the experience as a series of key moments—highlighting what they feel, expect, and encounter along the way.

Size the Problem grounds your work in evidence. It helps quantify how big the issue really is—whether through market data, cost of inaction, or number of people affected.

The Monetisation Model explores how your solution creates, delivers, and captures value. It outlines potential revenue streams, cost structures, and value exchanges—ensuring the solution isn’t just desirable, but commercially or strategically viable. It helps shift ideas from possible to practical.

he Watering Hole identifies where your users or stakeholders already gather—online, offline, or in-between. These are the channels, communities, or platforms where you can observe behaviour, test ideas, or spark engagement.

Risky Business helps teams surface and stress-test what could go wrong. By identifying critical risks—technical, behavioural, regulatory, or market-related—and testing key assumptions early, teams reduce the chance of being blindsided later.

The Compass helps teams pause and ask: Are we still heading in the right direction—and are we aligned on what that direction is? It surfaces unspoken differences in understanding, priorities, or intent across the group.

The Map encourages teams to step back and review the broader landscape—what’s known, what’s missing, and how different elements connect. It highlights gaps in research, systems understanding, or stakeholder consideration.

The Torch is for shining light on what might be unconsciously guiding decisions—assumptions, cognitive bias, groupthink, or untested beliefs. It helps the team surface what’s being treated as “known” that may not be.