Project Definition
Masterclass

  • Turn fuzzy requests into concrete proposals

  • Identify the best options for creating value

  • Build a narrative to secure funding

Are you facing similar challenges?

“We’ve been handed a metric to improve, but we aren’t sure how to align customer needs to it.”

“Leadership wants us to ‘do something with AI’ but AI is broad and we don’t know how to decide where to invest for the greatest value.”

“There’s a legacy system or process we’ve been asked to ‘fix,’ but no agreement on measures of success.”

Define how new work creates value

The Project Definition Masterclass 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

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.

Tackle the three most common problems when sizing an initiative

Size up the challenge
The value this will create and how to 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?

Want to secure funding or resources?

  • David's approach to facilitating enabled us to consistently develop our offers, both for new and existing clients.

    Debbie Brockbank
    Capita

  • We accomplished more in forty-five minutes than we did in the last eight months.

    Alan Dann
    Autodesk

  • I found it very applicable in the daily business, enhancing productivity. The training had a good energy level, so it was not only useful but also pleasant.

    Adam Bagosi
    Novartis

  • The What Could Be team brings depth of knowledge and significant experience to generate people-focused outcomes. They embrace emerging technologies as one way among many to drive positive outcomes for people.

    Sara Conklin
    Pitney Bowes

  • It was a wonderful session with the best coaches :-D

    Mukesh Phanse
    Wunderman Thompson

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

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.

Justin Knecht

Co-founder, What Could Be

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 learn 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.

Request your invite

Next sessions:

  • July 22-23 @ 11:00-13:00 ET 6 spots left

  • September 9-10 @ 11:00-13:00 ET 8 spots left

Can't make these dates? Submit your request to be notified about future sessions.

Project Definition
Masterclass

  • 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 proposition that clarifies why this work matters and how it can be delivered.

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

    • A success story 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.