Strategic Clarity & Discovery
What is the right thing to build?
You have ideas, energy, and ambition. But you're stuck in exploration mode — and building without validation is expensive. Let's turn your scattered thinking into a clear, validated direction.
The Challenge
You’re at the beginning of something new. Maybe it’s a startup idea that’s been bouncing around in your head. Maybe it’s a new product initiative inside your organisation. Either way, you’re facing though choices:
Where do you focus on?
You’ve probably had a hundred conversations and a multitude of ideas. But when someone asks “what exactly are you building and why?” — you don’t have a crisp answer yet.
And here’s the uncomfortable truth: every week you spend in this fog, costs you later. Not just time, but money, team energy, and opportunity cost.
You might be thinking...
What People Say
"Toon's enthusiasm and can-do spirit uplifted our team, making challenging ventures achievable. His technical skills and client interactions, particularly at C-level, are highly effective. His cooperative nature and holistic thinking enhanced our strategies, ensuring everyone grasped the big picture. Our collaboration has strengthened our market presence and allowed us to attract top talent to our projects."
"A true asset to any team!"
Chris Van der Auwera
Former Chief of Staff Minister of Defense & Partner Public Sector
"I can recommend Toon to any organisation that needs a strategic view on product development and wants to do this consistently. I got to know Toon as a wealth of knowledge in product development, both on the technical side and the market side. At every step, he has methodologies at hand. But above all, he's simply a great person to work with who can create a culture of open dialogue and collaboration within a team."
"Essential for many organisations."
Kurt Ryckaert
Senior Manager
My Approach
I use a structured process that takes you from scattered ideas to validated direction. No endless workshops. No fancy decks that lead nowhere. Just the hard work of figuring out what's actually worth building.
Clarity
Workshop Format · Days
We get everyone on the same page. Most teams think they're aligned — then you ask three people 'what are we building and why?' and get four different answers. This phase makes the invisible visible. We work through your assumptions, map your stakeholders, and identify the biggest risks.
Expect: Team alignment on purpose, a clear picture of your landscape, and your first validation target.
Focus
Validation Sprints · Weeks
This is where it gets concrete. You'll run actual validation experiments — not theoretical exercises. You'll talk to real customers. It's not comfortable. But it's a lot cheaper than building the wrong thing.
Expect: Evidence from real conversations, a business model with financials that make sense, and a validated direction — or a clear signal to pivot.
Momentum
Optional · Months
If validation gives you the green light, I can help you move into building. An MVP, a roadmap, and the foundation for your team to keep going after I'm gone.
Expect: A product roadmap you can defend, an MVP in progress, and a team that knows how to keep doing this without me.
What You Get
Validated Direction
Not just an idea — but evidence that it's worth pursuing. Or a clear signal to pivot before you waste months.
Team Alignment
Everyone on the same page about what you're building, why, and what's out of scope.
Customer Evidence
Real insights from actual customer conversations, not assumptions dressed up as research.
Business Model
Financial projections grounded in reality, not optimistic spreadsheet fiction.
Tools You'll Keep
Frameworks and processes you can use again and again — Commitment Canvas, Stakeholder Mapping, Discovery Interviews.
Confidence to Decide
The ability to say 'we're going this way' and mean it — backed by evidence.
Who This Is For
This is for you if...
- ✓ You're starting something new and want to avoid the expensive mistakes
- ✓ You have a co-founder and want to get aligned before building
- ✓ You've been 'exploring' for a while and you're ready for structure
- ✓ You're launching a new product initiative and need a validated foundation
- ✓ You're willing to do the work — talk to customers, make hard decisions
This is NOT for you if...
- You're looking for someone to build your product for you
- You want a strategy deck that sounds impressive but leads nowhere
- You expect validation to confirm what you already believe
- You're not ready for honest conversations about what might not work
Read More
5 Ways to Validate Demand Before You Build
Move from demand thinking to demand testing with these proven validation techniques, from surveys to behavioural experiments.
Two Types of Lightbulb Moments: Solution vs Demand Thinking
Learn why solution-focused thinking drains budgets while demand-focused thinking builds sustainable products.
From Assumptions to Insights: Customer Discovery That Works
Learn the 4 forces framework that reveals why customers really switch (it's not features). Transform your discovery meetings into invaluable validation sessions.
Test-Driven Business Modelling for Product Success
Discover how TDD principles applied at business level can prevent expensive failures and accelerate learning.
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Ready for an honest conversation?
I offer a free expert session around this topic.
No pitch, no pressure. Just an honest look at where you are,
with relevant advice for next steps — with or without me.
Free Expert Session
Up to 3 hours · Honest assessment · No commitment