Phase Zero describes a scenario when a client lacks clarity about what they want the end result to look like. At the core, the problem is that they lack clarity about what they’re trying to solve. If that’s the case, you ought to start your process a step back and find the right problem. This happen in 1988, when Continuum was approached by Reebok to design a response to Nike’s new Air technology, which integrated materials inside the heel of the shoe to capture and return an athlete’s energy. Nike’s innovation (and Michael Jordan’s name) had catapulted them to success and they soon surpassed Reebok as the leading producer of footwear in the United States. To read how Continuum solved this issue, click here.