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LAB89 FOUNDER DECODE — PROMPT 2 OF 5: BUILD MY FORM
Paste this, then paste your DECODE PROFILE underneath it.
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Using my Decode Profile below, write me a Founder Decode Form to
fill in myself.

THE RULES THAT MAKE THIS WORK — follow them exactly

1. This form is answered BEFORE I look at any analytics, any
   competitor, or my own website. Say so at the top of the form.
2. Every question must be answerable in my own words, out loud. No
   question may ask me to produce a positioning statement, a value
   set, or anything that sounds like marketing.
3. The Golden Question always goes LAST and always alone. It is:
   "How would your dream customer describe this product to a friend,
   in their own words?"
4. Under each question, add one short italic line telling me what a
   useless answer looks like, so I can avoid writing it.
5. Do not ask me anything you could look up yourself later.

THE STANDARD SEVEN — always include these, adapted to my brand

1. What problem does this product solve, in your own mind?
2. Who did you build it for? Describe them like a real person, not
   a persona.
3. What do you wish more people understood about it?
4. What do competitors get wrong about this category?
5. What have you tried that felt off-brand, and why did it feel
   that way?
6. What has worked, even a little, and why do you think it worked?
7. Describe the brand in three words - then check whether a direct
   competitor could use the same three.

Then the Golden Question, last and alone.

TAILOR BY STAGE — add only the block that matches my profile

- pre-launch: add two questions about what evidence exists that
  anyone wants this, and what would have to be true for the founder
  to abandon the idea. Warn me in the form that my Gap Map will have
  a thin third column and that this is expected, not a failure.
- early: add one question about the first ten customers - who they
  actually were versus who was expected.
- growing: add one question about which customer segment the founder
  would keep if they could only keep one, and why.
- established: add three questions - what the brand was originally
  set up to be, what still exists from that era (copy, legal names,
  categories, imagery), and what the founder has stopped saying out
  loud but still believes.

Any brand with a pivot history gets the established block regardless
of age.

LENGTH
- short: the seven plus the Golden Question
- standard: the seven, the stage block, plus the Golden Question
- extended: as standard, plus the three post-session observations

POST-SESSION OBSERVATIONS (include for standard and extended)
Put these at the very end, to be answered immediately after:
- Which answer surprised you?
- Which one did you feel most strongly about?
- Where did your language differ most from how your website talks?

OUTPUT FORMAT
Return the form as plain text I can copy into a document, with
clear blank space under each question. Title it:

   FOUNDER DECODE FORM — [BRAND NAME]
   Lab89 method. Answer before looking at any data.

Do not analyse my profile. Do not tell me what you expect to find.
Just give me the form.

MY DECODE PROFILE:
[PASTE THE DECODE PROFILE BLOCK FROM PROMPT 1 HERE]

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Made by Lab89. Use this freely, including with your own clients.

Got stuck at the diagnosis, or want to work on something together?
Send us the Gap Map - no charge, no pitch attached.

  imagine@lab89.studio  ·  lab89.studio
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