Start at
Where the
Why Begins
Goal of this Step
Every customer journey contains certain situations within the experience that are more likely than others to reveal meaningful behavior. In Solutioning, we call these situations Zones of Insight. A Zone of Insight is not an insight itself, and it is not a single moment. It’s a category of recurring situations where customer behavior tends to reveal useful patterns, pressures, and tradeoffs.
In this step, we’ll identify the type of situation most likely to surface meaningful behavior in our category, express it in clear, neutral language, and use the LLM to check our thinking against category baselines.
During our process we’ll:
- Explore three types of Zones of Insight
- Generate candidate situations within each
- Work with the LLM to determine in which Zone we’re most likely to find revealing behavior about our category and to flag any obvious category gaps
- Refine our wording so our Zone is clear, neutral, and ready to guide Step 1.1
By the end, we’ll have a single sentence that points us toward the moments most likely to reveal the why.
Before You Begin
Open your Solutioning Notebook from the Pilot Room. Paste the Step 0.1 LLM Context Block below so this page can generate filled-in prompts for Step 1.0. This page does not submit or store your work on a server.
A. Get in the Zone
Before we can decide which kinds of situations are most revealing, we need a clear sense of the kinds of situations that reliably reveal customer behavior. In this part, we’ll explore the three universal types of Zones of Insight and generate two candidate situations for each.
Remember, these aren’t the individual “moments” we’ll analyze later. They’re broader categories of situations designed to ensure all of our Step 1.1 moments come from the same part of the customer experience. So keep them broad enough to allow variation, but specific enough to picture clearly.
A Zone of Insight should describe a concrete situation, something you could actually picture happening, not just a vague idea or feeling.
1. Points of Use or Need
Situations where a customer is working with a brand to get something done.
2. Points of Visibility
Situations where a person’s choice of your brand could shape how they’re seen, either by themselves or others.
3. Points of Choice
Situations where someone has to select between alternatives to move forward.
After Part A, copy the next LLM prompt and save a compact Part A record in your Solutioning Notebook.
B. Choose the Strongest Zone to Explore
Now that you have generated your possible Zones of Insight, it’s time to determine the ones that will take you furthest. This is where the LLM becomes an expert partner. Rather than relying only on instinct or familiarity, the model lets you draw on a broader base of information and analysis to evaluate how each zone aligns with real patterns in category behavior.
Paste the LLM’s COPY INTO WORKBOOK — PROMPT 1.0B block below, then capture the team’s chosen Zone direction.
After Part B, copy the next LLM prompt and save a compact Part B record in your Solutioning Notebook.
C. Shape the Language
Next we’ll refine the way our chosen Zone is expressed and make sure it aligns with the category baseline. The LLM will return strengthened versions of the Zone, then a brief reflection on why this direction is likely to surface strong insight work, and what baseline tension we should keep in view.
Paste the LLM’s COPY INTO WORKBOOK — PROMPT 1.0C block below, then capture the team’s final phrasing and support.
After Part C, save the final Part C record, then copy the Step 1.0 closeout and LLM Context Block into your Solutioning Notebook.