• Focus the team on a specific, achievable sprint goal.


• Select the highest-impact opportunity from the journey map.


• Align on the most important customer and moment.


• Set clear boundaries for the prototype's scope.

• Target customer and moment selected.


• Clear sprint focus defined.


• Aligned team effort.

This is a decision, not a vote. The Decider (e.g., CEO, product lead) makes the final call after discussion. Avoid endless debate. A good target is specific enough to prototype quickly, important to the business, risky enough to warrant testing, and connected to the long-term goal. Resist targets that are too broad (e.g., "everything") or too narrow (e.g., "just the homepage"). The selected target guides sketching, decision-making, and prototyping. Success means you can clearly identify a specific moment on the map and explain its importance to the customer and the business. I've seen teams struggle when the 'decider' doesn't actually decide, so make sure to set expectations upfront.