This process engages the key team members (typically executive management) in discussions to examine the current company and market situation.  The process insures that information can be 'discovered' in an intensive two-day strategy workshop (with a professional facilitator) or done as part of a longer-term project that combines the information discovery with ongoing detailing out of the deliverables.  From these conversations, a straw man position can be created and tested in a market validation.   A 'brain share' dialogue, through one-on-one and team meetings amongst the group, uncovers key elements that lead to the market strategy deliverables.