Clear and compelling insight can still leave room to interpret what action will be most effective. When multiple solutions appear viable, it is foolish to bet on guessing which is best. Testing toward the smartest solution is best.

We create evidence-based hypotheses from the framework:
"Based on [this fact], if we [take this action], our audience will respond in [this way], leading to [this desired outcome]."

Once a clear issue or opportunity is uncovered, we reassess available information to identify what solutions may exist, and how they can be developed into testable variants.
This reduces risk and increases reward by ensuring the best ideas are identified, the weakest elements are removed or the strongest elements across ideas are combined to generate a best-of-the-best version.