Method | Miguel Castro, Creative Director

Before the answer

The most useful possibilities often appear before anyone knows what the answer should look like.

Method starts there, by looking again at what is already known and at what the original question may have left out.

The goal is to find what is worth developing and make it clear enough to act on.

They are movements, not fixed steps. The structure helps organize the work. Judgment decides what deserves to continue.

FindSignal What are we not seeing?

Most projects already contain more information than anyone can use.

Find is about recognizing what deserves more attention because it could change the way the problem is understood.

ShiftPerspective What changes if we look at the problem from somewhere else?

Sometimes the problem changes when we change where we look from.

Shift looks for a perspective that opens possibilities the original framing could not.

ShapeIdea What could we make from this new perspective?

This is where the idea begins.

Not from a predetermined format, but from what the new perspective has made possible.

ProveEvidence What would make the idea evident?

Prove asks what happens when the idea meets reality.

Build proof into the idea before adding proof around it.

Method works when there is something important at stake and no obvious way forward.

It can reveal a business opportunity, suggest a new use of technology, or change how the problem itself is understood.

The result can take different forms. What matters first is finding something worth pursuing.

AI lets me explore more material, perspectives and possibilities earlier in the process.

It can also make weak possibilities look finished before they deserve that confidence.

AI expands what can be explored. Judgment decides what deserves to continue.

Method is for organizations and teams with something important at stake and no obvious way forward.