Phase 1: DISCOVER (Exploring the Problem & Opportunity Space)

Core Purpose: To gather as much raw data and insight as possible about the creator's channel, business, and personal goals. This phase is about learning, not solving. We are asking, "What is truly happening here?"

Key Activities:

Data Collection (The "What"):
- Performance Audit: conduct a deep-dive channel analysis, looking at viewership, audience retention, CTR, traffic sources, and subscriber growth trends.
- Commercial Audit: Analyses the sales pipeline, inbound lead quality, inventory sell-through rate, and current brand sentiment in the market.
Insight Gathering (The "Why"):
- Creator Check-ins: Understand creative energy, personal ambitions, and qualitative feedback from your audience.
- Market Intelligence: Research of competitor strategies, platform algorithm changes, and emerging industry trends.

Outcome: A "Discovery Dossier" is created in Notion for each cycle. This is a collection of all raw findings, data points, and observations. It's meant to be a "messy" but comprehensive snapshot of the current situation.

Phase 2: DEFINE (Focusing on the Core Challenge)

Core Purpose: To synthesise the broad insights from the Discover phase into a single, well-defined problem statement or strategic goal. This is the most critical phase, as it sets the direction for all future work.

Key Activities:

The Monthly Performance & Strategy Review: This meeting is the primary forum for the Define phase.
1. Data Synthesis: Consolidate the "Discovery Dossier" into a concise "State of the Channel" presentation, highlighting key trends and tensions.
2. Facilitated Discussion: Jack & Mike lead a structured conversation with you, using "How Might We...?" questions to frame the challenges as opportunities.
3. - Example: Instead of saying "Your views are down," they ask, "How might we re-engage our core audience during a content lull?"
4. Problem Statement Crafting: The team collaborates to write a single, clear problem statement that becomes the mission for the next cycle.

Outcome: A formal Problem Statement is agreed upon and documented in Notion. For example: "How might we create a new, lower-effort content format that attracts a wider audience, reduces creator burnout, and creates a viable commercial package for a new category of sponsors?"