Experience demo on smart mirror
Zeiss is a household name in lenses. The smart mirror was their first product in this business, a futuristic device with no existing category to slot into and no internal precedent to borrow from.
The scope was three things, in order. Assess the competitive landscape, so we knew what the mirror was being measured against. Define how to position the product, given that Zeiss had authority in optics and none in connected consumer devices. Then define the experience itself.
Doing them in that order mattered. The positioning work decided what the experience had to prove, rather than the other way round.