The Define It Phase
Define direction. Align leadership. Build growth around experience.
The Define It Phase is a deep, experience-led engagement designed to shape the future direction of your organisation.
This is where growth stops being a collection of initiatives and becomes a clear, aligned direction, built around people, customer experience, and commercial intent.
It’s not about doing more.
It’s about deciding what matters, aligning behind it, and building growth that lasts.
Why the Define It Phase exists
Many organisations reach a point where ideas are no longer the problem.
- They have activity.
- They have ambition.
- They may even have momentum.
What they lack is alignment.
Leadership teams are pulling in different directions.
Customer experience is inconsistent.
Growth levers operate in silos.
Execution feels busy, but impact is diluted.
The Define It Phase exists to solve that.
We help organisations step back, align leadership, and define a growth direction that everyone can commit to, before scale, execution, or investment accelerates.
What the Define It Phase focuses on
This phase is about building a single, coherent growth direction by bringing together:
- leadership ambition and decision-making
- customer experience across touchpoints
- revenue, marketing, partnerships, and events
- operational reality and delivery capability
Growth is designed as a system, not a set of disconnected activities.
How we work in this phase
We work closely with leadership teams to get under the skin of the organisation.
This includes:
- deep analysis of how the business currently operates and grows
- leadership workshops to align priorities and intent
- customer experience mapping to identify friction and opportunity
- defining where growth should come from — and how it should feel
- building a clear, experience-led growth direction
- shaping a roadmap proportionate to ambition, speed, and scale
This is not templated work.
The depth, pace, and structure flex based on the organisation, not a fixed model.
What you walk away with
By the end of the Define It Phase, you will have:
- a clearly defined growth direction
- leadership alignment around priorities and decisions
- customer experience positioned at the centre of growth
- clarity on where to focus investment and effort
- a roadmap designed for execution, not theory
Most importantly, you’ll have confidence that growth is being built intentionally, not reactively.
Who this is for
The Define It Phase is for organisations that:
- are at a growth inflection point and cannot afford misalignment
- need full leadership alignment before accelerating scale
- recognise experience as a commercial growth lever, not a brand exercise
- are managing multiple growth levers that lack cohesion
- want sustainable, scalable performance, not opportunistic wins
This phase is led at C-suite or founder level.
How it fits into Define It
Some clients arrive here after a Revenue Sprint.
Others come ready to define direction from day one.
Either way, the Define It Phase is where opportunity becomes intentional growth design, and where execution starts to make sense
Investment & scope
Investment in the Define It Phase reflects the scale and ambition of the organisation.
It varies based on:
- leadership team size
- organisational complexity
- growth ambition and velocity
- depth of alignment required
Every engagement is proportionate, bespoke, and engineered for commercial impact, never templated.