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The Journey
Feature Extraction
features captured
No features match the current filters.
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Hypothesis Pyramid
The team's declared belief about where each feature sits -- untested.
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This is the team's hypothesis -- their declared self-understanding. It has not been tested against market data. Phase 3 will challenge it.
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Universal Claims (50%+ prevalence)
Crowded Claims (30-50% prevalence)
Low Saturation Claims (<10% prevalence)
What patterns emerged from competitors?
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Hypothesis Accuracy
Most Saturated Claims
Whitespace Territories
Core Insight
Directional Signals
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Coming Soon
This section unlocks in a later workshop phase.
Market Expectation Trends
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Moodboard is being generated.
Visual Patterns
Visual content for this trend is being collected.
Representative Competitors
Messaging Examples
Market Drivers
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Market Need / Innovator Trends
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Moodboard is being generated.
Visual Patterns
Visual content for this trend is being collected.
Innovation Direction
Representative Companies
Market Drivers
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Destabilization Overlay
Key Findings
Pyramid Comparison: Hypothesis vs. Market Reality
Hypothesis vs. Market Evidence
Left: How the team categorized features. Right: Where the data suggests those features actually sit.
Team Hypothesis
Market Evidence
Where Features Move
This reflects what the data suggests, not a final recommendation. The team determines what to do with these findings.
Feature-to-Trend Correlation
Your Features vs. The Market's Patterns
Each row is one of your features. Each column is a market trend. Bright cells = correlation. Yellow-flagged rows (!!) = features the team placed in Unique or Market Needs that actually correlate with saturated expectation trends.
| Feature | E1 Speed |
E2 Certs |
E3 Data |
E4 Pro Athlete |
E5 Character |
E6 Locations |
N1 AI Training |
N2 Digital |
N3 Culture |
N4 Tech Stack |
N5 Franchise |
Hypothesis |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
Trend Saturation Landscape
Market Expectation Saturation: How Crowded Is Each Trend?
Percentage of competitors demonstrating each pattern. Anything above 30% is saturated territory.
This is diagnostic data. No reorganization of the pyramid has been performed. No strategic recommendations are included. The team will determine what to do with these findings in Phase 4.
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Before & After
Layer Distribution Shift
v1 Hypothesis → v2 Data-DrivenMovement Log
Key Findings
Opportunity Vacancy Index
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Competitive Radar
Feature Radar
20 Closest Competitors
White Space Analysis
The radar confirms the pyramid. White space is real. But which white space matters to real customers -- that is Phase 6.
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What are Customer Extremes?
Customer extremes are not personas. Personas average. Extremes amplify. Each archetype below represents a person who would stress-test a specific cluster of ETS features -- revealing whether white space on the radar translates to real demand in the market.
Select 2-3 candidates to carry forward into deep customer intelligence analysis. The selected extremes will define which features get prioritized, which narratives get tested, and which go-to-market pathways get built.
Key Characteristics
Why Selected
Features Mapped
Potential Insights
Category Innovation Context
What your selected customer extremes are already hearing from the market. These are the table stakes -- adding to them is adding to the noise.
Pain Points & Feature Mapping
Deep-dive into what actually hurts. Each pain point is voiced by the customer extreme, mapped to a feature, and scored on importance vs. dissatisfaction.
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Scoring Summary
All scored features consolidated per customer extreme. Features scoring 8+ on both importance and dissatisfaction are flagged as social & emotional triggers.
Social & Emotional Triggers
Feature Explanations
Competitive Cross-Reference
Social and emotional triggers overlaid against competitive saturation. Where high customer pain meets competitive white space -- that is where the tension lives.
Competitive Radar with Trigger Overlay
Opportunity Matrix
| Feature | Trigger Score | Position | Radar Dim. | Comp. Avg |
|---|---|---|---|---|
Cross-Extreme Patterns
Features that are triggers across multiple customer extremes AND in competitive white space -- the strongest possible signals.
Confirmed Triggers for Phase 7
Cross-Extreme Insight
Narrative Implication for Phase 7
Three extremes. One question: which features move all of them? The answer drives the core tension in Phase 7.
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Evidence Chain
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Why It's Irresolvable (And Why That's the Point)
Evidence Anchor
Narrative Implication
The Core Tension
Side A: The Miracle
Side B: The Silence
Why It's Irresolvable (And Why That's the Point)
The Tension as Competitive Moat
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Tension-Driven Narrative Suite
Opening Line
Key Passage
How It Resolves the Tension
Where It's Used
What This Replaces
Customer Extreme Impact
Narrative Guardrails
Always Say
Stop Saying
The Synthesized Voice
Drift Prevention Test
Narrative Comparison
Before / After Copy Examples
Don't
Instead
Why:
The tension is locked. The narratives are written. Phase 8 operationalizes the shift -- GTM, brand, drift prevention, and dashboard.
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Tension Connection
Catalytic Moments
Borrowed Gravity
Go-to-Market Summary
3-Year Phased Plan
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Before / After Copy Examples
Don't
Instead
Why:
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Phase 8
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Pyramid Connection
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Don't
Instead
Principle:
Tension Connection
Typography
| Level | Role | Family | Weight | Case | Web Size | Tracking |
|---|---|---|---|---|---|---|
Color System
Photography Direction
Anti-Trend Positions
| Position | Market Default | ETS Position | Rationale |
|---|---|---|---|
Before / After Examples
Don't
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Principle:
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Tension Connection
| Name | Reason | Cost Target |
|---|---|---|
Review Cadence
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| Metric | Measure | Method | Green | Red |
|---|---|---|---|---|
Early Warning Signs
Before / After Language
Drifted
Aligned
Signal:
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Key Metrics
Executive Summary
Phase Status
Core Outputs
Customer Extremes
Deliverable Inventory
| Phase | File | Description |
|---|---|---|
Simulated Input Disclosure
The following workshop inputs were simulated rather than gathered live. Each requires validation before implementation.