The Lab.
Three weeks from launching a campaign, a team asked one question: “How would we guarantee this fails?” Forty minutes later, they’d found three foundational assumptions that would have failed in market. The campaign was rebuilt in a week.
THE PRINCIPLE
Your brain is better at finding threats than opportunities. Use that.
Gary Klein’s pre-mortem research shows humans are significantly better at predicting failure than success. Ask “what could go right?” — vague optimism. Ask “what would guarantee failure?” — precise, actionable list.
The Lab inverts the process: start with failure, map every path to it, systematically eliminate each one from your plan. What survives is robust. What doesn’t would have killed you in market.
WHAT YOUR TEAM LEARNS
The methodology transfers.
After a Lab session, your team has the tools to stress-test the next one independently:
Inverse strategy → map failure paths for any decision.
Pre-mortem frameworks → run “how would we guarantee failure?” sessions alone.
Red-teaming protocols → pressure-test from hostile angles.
Devil’s Advocate AI → configured agents, yours to reuse.
One engagement. Permanent ability to challenge your own assumptions.
WHO THIS IS FOR
Invitation-only.Four conditions:
A senior sponsor who can act, not just listen
Budget for implementation — insights without action are decoration
A conventional approach that’s stopped working
Genuine openness to changing course
If you’re here to confirm a decision already made, this is the wrong tool.
INVESTMENT
From €10,000. Scoped after conversation.