20. Framing:

Which customer segment is affected? How valuable is this segment compared to the others? What other things are going on in the business that need our attention? You’ll sometimes see live SQL queries and people pulling up past customer research data in a framing session to answer a question or narrow down the opportunity.

The output of a framing session is a well-framed problem: something where the business says “if we can shape this into something doable and execute within X weeks, that will be meaningful to us.” There’s a commitment to spend time shaping, but not yet a commitment to go into a build cycle. That final bet still needs to be made based on how the shaping goes.