Four-phase process
The core operating cycle: Analysis → Hypothesis → Prioritization → Testing. Repeat each cycle consistently.
Definition
The core operating cycle: Analysis → Hypothesis → Prioritization → Testing. Repeat each cycle consistently.
More context
The four-phase process is a repeatable routine for systematic problem solving. Each phase is required: analysis grounds the work, hypotheses create testable options, prioritization focuses resources, and testing produces learning.
Why it matters
It prevents “random acts of growth” by enforcing a consistent loop that produces learnings and momentum.
How to use it
Run the cycle on a weekly/biweekly cadence, keep the KPI constant within a cycle, and document each phase to make iteration compounding.
Common pitfalls
Skipping prioritization (doing everything), or skipping analysis/learning (repeating the same tests).
Related terms
- Analysis — The first phase of the four-phase process: analyze the current situation and/or learnings from the previous cycle before forming hypotheses.
- Hypothesis — A specific, testable statement about what change could improve a KPI. In the process, you typically form 1–3 hypotheses per cycle.
- Prioritization — The phase where you select what to test next based on likelihood of success, resource intensity (time/money), and scalability.
- Testing — The focus on running tests where outcomes aren’t known upfront. Testing is executed as part of a repeatable cycle and documented thoroughly.