Core Strategy

Here, we focus our attention on defining the scope of the project. Core Strategy is where we examine the best approach to attacking the project. What methods will we use and what deliverables make the most sense for the specific problems surrounding this particular project given what we know now coming out of Discovery?

Core Strategy starts by re-examining the scope of the project from a methods and deliverables perspective. We call this Scope Grooming. It’s essentially a way for us to revisit our initial assumptions around what project methods and deliverable we think will be best for a given project. The advantage of this step is that it allows us to leverage the hindsight we’ve gained through Discovery.


Defining our Core Objective is the next step in the Definition Phase. Here, we are taking everything we know from our Discovery Findings and distilling them into a highly potent, one or two sentence summation that defines:

  • What are we making?
  • Who is it for?
  • How will it look and feel?
  • How does it help achieve the Project Manifesto?

The final piece of defining the Core Strategy is to set the Project Pillars. These are a set of high-level requirements that we believe are mission critical to the project. That is, if we are able to hit the bullseye of these requirements, we will surely have achieved the goals set forth in the Core Objective. Depending on the project, these requirements will speak to varying combinations of interactivity, content strategy, branding, and visual design.