Sequencing, not simultaneous launch
This framework governs how we sequence expansion into a new customer segment, product line, or market, so a poor result can be traced to a single cause.
Expansion decisions are usually made with enthusiasm and evaluated with a single blended result months later, by which point it's often unclear whether the new segment, the new process, or external market conditions caused the outcome.
The framework requires isolating one variable per expansion phase: a proven process taken to a new segment, or a new process piloted first in a familiar segment, never both simultaneously.
Go/no-go checkpoints are built into the sequence at defined intervals, with pre-agreed criteria for continuing, adjusting, or stopping — decided before the expansion starts, not renegotiated once results are in and someone has a stake in a particular interpretation.
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