A systematic approach to iteratively test and progressively refine a product or service based on quantitative and qualitative data, ensuring it addresses the needs, preferences, and pain points of a specific target market segment. As a proprietary methodology and core offering of Causality Co, structured jobs-to-be-done statements and outcomes are mapped to the frontstage of the business model canvas. Variables are alternately held constand to progressively move closer to product-market fit based on customer behavioural evidence at statistical scale for confidence interval and power of analysis. This cutting edge methodology empowers leadership with data-driven decision-making to speed up on the path to profitability and guide highly retentive product roadmaps and sustainable business growth.