1. Framing the analysis

The first step is to formulate or reformulate the fundamentals of the company and the field of the subject under discussion, i.e. :

• what vision and mission for the company ;

• what customer issues we want to address that are consistent with this vision/mission, for which customers/users, in which sector of activity. It's a question of "going back to the roots", by clarifying the customer problem underlying the offer, seeking to assess its importance today and tomorrow, and documenting how this problem is solved today.