From problem to prototype in 4 days: How to escape the endless discovery phase 

That creeping sense of frustration that comes from watching great ideas move at a glacial pace. You are well-versed in the symptoms:

• Endless “discovery” phases that only uncover what you already know
• Countless alignment meetings that generate more slide decks than actual decisions
• Promising concepts suffocated by process before they ever get a chance to be tested

It’s a common problem because most companies are built for an old timeline. But that no longer has to be your reality, and soon, this “edge” will become the expectation.

With AI in hand, we’re entering an era that’s about collapsing the time between a good question and a tangible answer. In a world where data, agentic AI, and human talent can align in hours, the half-life of a business problem can be dramatically shorter.

This speed means a problem can move from identification to solution in days:

• Hear a problem in the morning
• Develop a hypothesis by lunch
• Test it or kill it by the end of the day
• Have a working prototype in hand the next morning

Don’t rush the thinking, but close the gap between insight, alignment, and creation. The key is to let the work itself pull people into alignment, rather than asking them to approve a process.

Case in point

We recently achieved this for a global enterprise whose executives were tired of waiting with piles of unstructured data, lacking market-research insights.

Four people from DEPT® conducted in-depth research, filled the gaps, and wrote a strategy-grade brief in 48 hours. We aligned it with executive ambition and moved straight into creative work with Figma, Veo3, and off-the-shelf tools within one work week. No innovation theater. No ceremony. Just four days and four people.

When you shorten the cycle from problem to prototype, you create headroom. This gives your team more shots on goal, the ability to kill bad ideas faster, and more time to focus on what really matters: craft and narrative. 

But this speed requires a new way of working. It isn’t an excuse to skip critical thinking, but a method to make that thinking more productive.

Here are a few principles to help your team build this muscle:

• Make synthesis a daily habit, not a phase. Don’t wait weeks to connect the dots. Insights should be generated and shared constantly to guide the work in real-time.
• Let the prototype do the talking. Instead of presenting a deck about your idea, present the idea itself. A tangible prototype answers questions and creates alignment far more effectively than words alone.
• Kill ideas fast and often. Encourage your team to test multiple approaches. The goal isn’t to be right the first time; it’s to find the strongest path forward by quickly disqualifying the weak ones.
• Keep the team small and the trust high. A small, cross-functional team of four trusted experts can achieve more in a week than a committee of forty can in a quarter. Clarity and trust are your greatest assets.
• Use the tools you already have. Don’t wait for bespoke solutions. Off-the-shelf tools, especially new AI platforms, can act as powerful agents, helping you research, create, and validate at a once-unimaginable speed.

Most agency services are still sold, staffed, and measured based on the old, slow half-life. But once you see how quickly a small, AI-powered team can create real value, you can’t unsee it.

If this new pace sounds right for you, here’s a challenge to get started:

1. Identify one clear business problem or mission statement.
2. Challenge a small, trusted team to produce real, tangible work against it in the next 48 hours.

The starting gun is the problem statement. The finish line is closer than you think. By challenging your team to cut the half-life of a problem, you’re building the muscle you need for the world we’re already in.