Past-Purchase Interviews
Talk to recent buyers about the sequence of events, not opinions.
Reconstruct the Decision
Separate Roles
Run separate Tracks for buyer, user, and champion to see divergence.
Map the System
Map the Pressure
Identify the specific trigger events that make the problem urgent.
Find the Triggers
Analyze Won/Lost Data
Verify proof requirements from real deal debriefs, not assumptions.
Validate Evidence
Application Test
Use the canvas to rewrite a headline or design an onboarding step.
Operationalize