Project Definition
Masterclass

Turn fuzzy stakeholder directives into concrete proposals
Identify the best options for creating value
Build a narrative to secure funding

Ever been handed one of these challenges?

“We’ve been given a metric to improve, but no one agrees how to get there.”

Use our enhanced templates with pop-up video instructions to get your innovation project done in your favorite online whiteboard.

Use our enhanced templates with pop-up video instructions to get your innovation project done in your favorite online whiteboard.

Define how new work creates value

The Value Accelerator Workshop is a hands-on, guided experience that equips product teams to define how work creates value for customers and the business.

You'll leave with a plan your team and stakeholders can fully support, in less than four hours.

What to expect in this exclusive training

Tackle the three most common problems when sizing an initiative

This interactive workshop helps you define what success looks like and how to get there.You'll leave with a plan your team and stakeholders can fully support, in less than four hours.

Size up the challenge
The value this will create and how you can deliver on those goals

Prioritize what's important
The people, problems, goals, and metrics that matter most

Envision the future
A description of success to rally support from decision makers

For product leaders who need to create clarity from fuzzy directives

Been handed a vague directive or metric to hit?

Need to translate strategic goals into clear work?

Need to translate strategic goals into clear work?

  • “It all begins with an idea. Maybe you want to launch a business.”

    Laurie Payton

  • “It all begins with an idea. Maybe you want to launch a business.”

    Jamie Kokot

  • “It all begins with an idea. Maybe you want to launch a business.”

    Lindsey Beumer

  • “It all begins with an idea. Maybe you want to launch a business.”

    Keith Finley

Shape every initiative successfully

Join the next live & exclusive training

Limited spots are available to ensure an intimate, high-value experience

Your guides

David Townson

Co-founder, What Could Be

Justin Knecht

Co-founder, What Could Be

Over nearly thirty years, I have enabled innovation in areas as varied as returnable transit packaging, cat flaps, location-based sports booking apps and automated banking services.

I have been a product designer in manufacturing and a director at service design pioneers live|work. At the UK Design Council, I developed and delivered programs to capitalise on the strategic value of design.

I co-founded What Could Be to help others create more things people love and fewer things people hate.

I've spent the last twenty years leading design teams and scaling innovation in the private, corporate and public sectors.

Having facilitated design workshops around the globe from San Diego to Singapore, I believe success is not just about putting on a good show, but ensuring people can use and apply what they learning in their own jobs.

This workshop uses proven tools I've applied in my work and for our clients. You'll leave with a solid start on your current project and a method to kick off any future projects effectively.

  • The Project Definition Masterclass is a focused, hands-on working session for product leaders, designers, and strategists responsible for defining new work. You'll apply a proven framework that transforms vague directives into clearly framed initiatives that define value, secure funding, and align stakeholders to move work forward with confidence.

  • This masterclass is built for product managers, initiative owners, strategists, and cross-functional team leaders who are responsible for shaping new work. Often, they’ve been handed a high-level mandate ("improve retention," "figure out AI," "increase activation") but no clear plan for how to turn that directive into a fundable, customer-backed initiative. If you're regularly tasked with translating ambiguous mandates into actionable work, this masterclass is designed for you.

  • You’ll leave the masterclass with a clear definition of your initiative, built directly from your own real work. Specifically, you’ll have:

    • A defined customer value proposition that clarifies why this work matters.

    • Prioritized goals, challenges, and metrics that focus your team’s energy.

    • A simple, fundable plan your stakeholders can rally behind.

    • A reusable framework you can apply to future initiatives.

    • Real work done. Not just theory.

  • The masterclass consists of two highly interactive 2-hour sessions. You’ll be actively working on a real initiative throughout the experience, not just listening to content. You’ll leave with actual project framing work completed, not just theory.

  • The Project Definition Masterclass is free to attend, but space is limited. We ask all participants to request an invite and complete a brief application to ensure the group is the right fit. This keeps the experience high-value and ensures active participation.

  • Not even close. This is not a webinar, lecture, or sales event. The Project Definition Masterclass is a true working session. You’ll apply the tools in real-time to define an actual initiative you're facing. You’ll leave with a clear, fundable project definition you can immediately take back to your team, client, or other key stakeholders.

  • If you’re unable to attend these dates, submit your information to stay informed. We’ll notify you as soon as the next available cohort is scheduled.

  • Most training teaches frameworks without helping you apply them to your real work. The Project Definition Masterclass is different. You’ll actively shape an initiative you're responsible for during the session. You’ll leave with real decisions made, alignment built, and a plan you can actually use.