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The whole playbook, page by page.
83 pages across seven chapters. Every page is its own URL, so you can share and link to any single idea.
Introduction
Before the day
- Part 1: Before the day →
- Recognise the moment →
- Get the yes →
- Who is in the room →
- Filling the seats →
- The sponsor →
- The prep timeline →
- The morning of →
- Recruit your test users →
- Tools, worth thirty seconds →
- Define the challenge →
- The shape: user, context, goal →
- Context is the part everyone skips →
- Where "how might we" comes from, and when it fails →
- The zoom ladder →
- Six ways a brief goes wrong (1 of 2) →
- Six ways a brief goes wrong (2 of 2) →
- Where good challenges come from →
- Write it alone, test it on one person →
- One challenge or four? →
The day
- Part 2: The day →
- The day, hour by hour →
- 9:00, doors open →
- 9:15, the brief →
- 9:30, the build: first version, not final →
- Paste the ugly prompt →
- Two AIs are better than one →
- Assume boldly, test later →
- The three hats →
- What you actually do for six hours →
- You own the clock →
- When a team argues: note-and-vote →
- Fun is a working part →
- The parallel build: a variant with receipts →
- Why the first idea is a trap →
- Alone together, then as one →
- Facilitating the parallel build →
- Synthetic users vs real users →
- 15:30, user testing: reactions, not results →
- How to run the round →
- Ask like the Mom Test →
- Watch, don't lead →
- Pitching for a decision, not for money →
- The four-part pitch, with Jenny's four elements →
- Pitch like a human: prep, presence, recovery →
- Q&A is the second act →
- 16:40, judging →
- 16:50, the decision →
- Write it down before they leave →