We use multiple approaches such as Minimal Viable Products to learn.  We use these approaches beyond their accepted use cases.  Here is an illustration of our work where we used ‘rapid proto-typing’ to enable a strategic choice.

CLIENT PROBLEM: Magazine publishing company had numerous ideas on evolving its business model, including offering direct-to-consumer eCommerce and creating a social community. Where should the business focus? Should they enter this new business area?


  • From an experience perspective, we took a diverse set of client ideas and rapidly built a prototype app. The app combined multiple ideas into a single, unified experience.
  • From a strategy perspective, we identified new capabilities required for success.

RESULTS: Client abandoned its pursuits as it became clear that it lacked both the interest and the capabilities to enter new markets, and was not prepared to accept the uncertainty and risks of entering these markets.