what we do in phase 1

• Validate whether the problem you're solving is a painkiller or a vitamin

• Define who the business is not for (anti-avatar clarity).

• Identify real alternatives and substitutes - not aspirational competitors.

• Establish defensible positioning and category tension.

• Articulate your only advantage (if one exists).

What you leave with

• A clear, defensible problem statement

• Market clarity you can build on

• Positioning that survives scrutiny

• Confidence that the business solves a real, expensive problem