Forge

When you've found an idea worth taking seriously, Forge runs five contributors at it: a sceptic, a buyer, a competitor, a builder, and a strategist. Each pushes the idea from a different angle. You either come out with a sharper version or with the right to kill it.

When to reach for it

Before committing real money or real weeks to a new product, service, or campaign. Use it as the last gate before "go."

How an owner uses it

Hand it the idea and the audience. Read all five contributor critiques. Decide. Document the decision.