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5. Market phase

The market as a permanent teacher.

This section contains the operational guide for executing Phase 5. While the methodology section explains the why and the concepts, this guide details the how: the concrete steps, templates, artifacts, and validation criteria.

5
Structured steps
From Activation to Iteration
5
Artifacts
Integrated system
7
Health criteria
Continuous monitoring

The Market Phase workflow​

Market Phase operates as a system of nested loops with different cadences: the innermost captures signals continuously and automatically, the middle one interprets them weekly and monthly, and the outermost reviews strategy quarterly. The five steps ensure that market learning produces tangible action: each signal is captured, interpreted, updates the Context Document with full traceability, and feeds the next cycle through the Iteration Brief.

1. Measurement system activation

KPI Register connection to verified data sources with precise formulas and defined alert thresholds.

Connected KPIs + operational Signal Log
1

2. Signal capture

Continuous background system. Three ingestion layers: automatic (KPIs), structured (feedback), and contextual (market).

Fed Signal Log
2

3. Signal interpretation

Does it confirm or refute an assumption? What causes it? What context element must change? Five whys technique.

Classified signals
3

4. Context Document update

Tangible update of Rules, Story Files, or PRD with full traceability to the originating signal.

Context Update Record
4

5. Iteration Brief

Document closing the learning cycle: what was learned, what changed, and what the next cycle focus is.

New cycle opening
5

Phase artifacts​

This phase produces five artifacts that operate as an integrated system: signals are captured, interpreted, update the Context Document with full traceability, and feed the next cycle through the Iteration Brief.

What this guide covers​