DISCOVERY LAB™

A structured exploration that reframes the problem, surfaces whitespace, and develops a disruption thesis worth pursuing—then validates it with real customer evidence. 

• Define a bold, testable ambition (what winning looks like).
• Identify where to play (segments, use cases, whitespace).
• Draft a how to win hypothesis (new basis of competition).
• Validate with customer evidence (JTBD, VOC, sizing, alternatives).
• Deliver a focused evidence plan for what to prove next.

•  Assumption Teardown & Reframing
• JTBD & VOC Research (users, buyers, KOLs)
• Market Sizing & Whitespace Scan (TAM/SAM/SOM + sensitivities)
• Competitive & Alternatives Landscape
• Value vs. Status Quo Scoring
• Disruption Thesis & Evidence Plan (go/no‑go gates)

Disruption Thesis & Ambition Statement • JTBD Map & Opportunity Areas • VOC Insights Report • Market Size & Whitespace Model • Competitive & Alternatives Landscape • Value vs. Status Quo Scorecard • Evidence Plan & Early‑Proof Opportunities 

Evidence‑backed disruption thesis • Prioritized where‑to‑play options and don’t‑dos • Executive go/no‑go decisions and approved proof plan Disruption Thesis & Ambition Statement • JTBD Map & Opportunity Areas • VOC Insights Report • Market Size & Whitespace Model • Competitive & Alternatives Landscape • Value vs. Status Quo Scorecard • Evidence Plan & Early‑Proof Opportunities 

Sprint (3 weeks) — rapid VOC + sizing snapshot + initial thesis
Full (5–6 weeks) — deeper VOC + sensitivity modeling + refined thesis & proof plan 

Leadership alignment on ambition and focus • Crisp go/no‑go calls • First validation experiments underway