Purpose
The input phase where we learn the market, customer, offer, and constraints before designing the growth system. In this stage we define what decisions need to be made, what evidence is required, and what assets must exist before the next phase can move without confusion.
What happens
- Stakeholder intake and commercial goal alignment.
- Customer, channel, and competitor evidence gathering.
- Messaging, creative, tracking, or launch decisions depending on the phase.
- Documented outputs so the work can be reviewed, approved, and reused.
Exit criteria
The phase is complete only when the next team member could continue the project using the documentation, assets, and decision log without needing hidden context.