The right format for the right problem

The natural instinct when a product initiative kicks off is to focus on the build — what to make, what features to include, what problem to address. That instinct is almost always wrong. Not because the thinking is bad, but because it skips the most important step: understanding your customer's process, and every element that shapes their decision to hire your product in the first place.

The JTBD Sprint forces you to stay out of build mode until you've mapped that fully. We uncover the real job your customers need done — not what they say they want, but what their behaviour reveals. What emerges is the clearest possible foundation for everything that follows: your roadmap, your design decisions, your go-to-market approach.

This isn't a framework handed to you by someone who read the same books as your team. It's 20 years of experience across marketing, design, product and startups — a designer's eye for what actually matters, combined with an operator's understanding of what it costs to get this wrong.

You hire me for this when you're about to invest in building something and you need to know — with confidence — that you're solving the right problem.

Teams don't get stuck because they lack information. They get stuck because making a real decision — in a room, with competing views and real stakes — is harder than it looks. Discussions loop back on themselves. The same points get revisited. Meetings end with another meeting scheduled instead of a direction agreed.

A Decision jam cuts through that. In 1.5 to 3 hours, we create the conditions for your team to actually decide — not rank options, not defer to a document, but commit to a direction everyone has been heard on and everyone can move with. This has nothing to do with what information you have. It's entirely about how you use the time you're in the room together.

I've run the teams you're trying to lead. I've made these calls under pressure, with limited resources and real stakes. I know the difference between a decision that sounds good in a room and one that survives contact with reality. This isn't facilitation — it's the right pressure, applied at the right moment.

You hire me for this when your team keeps circling and you need it to stop.

I have very little patience for the same conversation happening for the third time. It's not just frustrating — it's expensive. You can only improve when you build on what you've already learnt, and that requires something most teams underestimate: a real anchor. A fixed point that keeps everyone oriented as the team grows and changes.

Without it, the pattern is predictable. A new team member joins and questions decisions made months ago. A new leader arrives and wants to revisit the foundation. The insight from your JTBD Sprint — the thing that made everything else possible — is buried in a document nobody reads any more. And before long, someone suggests redoing work that's already been done, simply because they weren't in the room when it happened.

This retainer exists to prevent exactly that. It's an ongoing partnership that preserves your strategic work, keeps your team oriented as it evolves, and makes sure that when things start to drift — and they will — you catch it before it costs you. Powered by Loopyty's AI agents, your decisions, research and direction stay live, accessible and defensible — not archived.

You hire me for this when you've built the strategic foundation and need to make sure it survives as your team grows and changes.