We see it constantly: teams rush to build before they've agreed on what problem they're solving, for whom, and why anyone should care. The sprint starts. The backlog fills. Six months later, the product works — but nobody buys.
Clarity isn't a workshop exercise. It's the discipline of making hard decisions early: who this is for, what you refuse to be, and what success looks like before a line of code ships. When that's missing, every downstream choice compounds the confusion.
The fix isn't more process. It's fewer assumptions. Write the positioning in plain language. Test it with three people who match your ICP. If they can't repeat your point back, you're not ready to execute.