Launching a first draft or failing to have iteration built into the system is a fast path to failure. Relentless refinement is the only way to get the flywheel spinning toward the creation of a masterpiece.
That masterpiece is almost always a product that is a clear solution to a clear problem for a specific prospect. It is rarely a single complex product that promises to solve a wide range of problems for a wide range of people.

Both laboratory and real-world tools can be used to test concept configurations, revise buyer profiles, quantify key predictive indicators and fix flaws to arrive at the best possible offer.
Our goal is to ensure the final product wins greater relative appeal over competitive benchmarks, not absolute isolated appeal where the choice is not made in the appropriate context.

We combine monadic and comparative testing to capture customer feedback. This uncovers the real points of difference as well as points of confusion that lead to continual improvements. We work hard to make the most compelling propositions even more compelling.
This is achieved through optimal clarity—developing solutions with just the right number and kind of essential features and a marketing message that concentrates on the most meaningful benefits.