When you’re tasked with developing a new product, service, or brand, the inclination is to begin by defining what it is or what it does. At Monigle, we take a wider view, focused on designing a holistic experience, or ecosystem, within which consumers can engage with the idea. Instead of defining the what, we ask why. How will people use it? Why will people benefit from it? Will people want it in their lives? Beyond just a more insightful way to inform the what, our 360-degree perspective yields an actionable mapping of the behaviors, environments, and requirements comprising the relationship between the consumer and the brand, product, or service.