Your situation

We are launching a new offer.

A new product or service, sometimes a new category. Few customers yet, and every euro has to count.

Run the free Quick Assessment What the method looks at first ↓

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What the method looks at first

The method narrows the launch down before it spends anything.

  1. One offer, one market, one group of customers

    The strategy is for this offer only, in one category and one country, for one group of customers. Your other offers get their own run of the method.

  2. Is the market new, or only your offer?

    If customers already buy this kind of offer, your market has its own stage, whatever your launch date. If the category itself is new, few competitors exist and customers still need to learn why they need it. In a new category, what customers buy sets the posture:

    • Customers buy a product (features, quality, innovation): Disruptive Newcomer (A1). Entering with a superior technical "better mousetrap."
    • Customers buy a service (expertise, trust, the relationship): Category Creator (A9). High-touch education needed for a new way of working.
    • Customers buy an experience (identity, emotion, the whole journey): Category Creator (A9). Defining a new "Job" through total immersion.
    • Customers buy a commodity (bought on price and availability): a Strategic Mismatch. No scale yet; price wars kill the category before it matures.

    In a new category, the lever is to win customers: keeping them or selling them more is flagged as a Strategic Mismatch (Cannot retain a base that doesn't exist yet.). When outside forces are overturning the market, the method calls for the Pivot Pioneer (A5) instead.

  3. Put numbers on the first year

    Your goal in numbers: customers won, purchases per customer per month, average purchase. The free assessment has an optional step that turns them into a revenue figure for your goal year.

Then the method scores the 8 to 10 parts of your marketing that decide the launch goal, and builds the plan in cycles, with a short test first wherever the evidence is still thin.
See it applied

Nespresso: a new category, and the job customers hired it for. Posture: Category Creator (A9).

Case written in June 2026, before the method's latest update, and not re-checked since.

Start with your own offer

The free Quick Assessment reads your situation in six answers and gives you the posture it calls for. Then 8 to 10 statements show which parts of your marketing hold back your goal, and in what order to fix them.

Run the free Quick Assessment How the method works

Another situation? Growth has stalledEntering a new country or marketPreparing the plan or budget