At Board of Innovation we imagine tomorrow’s products, services, and businesses – and create them today. In our work, we’re constantly experimenting with new tech and tools. We use ChatGPT as a co-pilot during our day-to-day work. It helps our strategists, experiment designers and business designers to size new market opportunities, create interview scripts, design personas and validate potential business models.

1. Strategy with ChatGPT


prompt: Assume you’re a VC investor for a health tech fund. In which disease areas is there most room for distruption?

Market sizing

prompt: Assume that you’re the CEO of a start-up working on a B2B mental health platform and you’re specifically targeting your offering toward tech companies that are headquartered in the USA. For a presentation, you need to size the market and you’re looking for numbers on TAM (total available market), SAM (serviceable available market), and SOM (serviceable obtainable market). Please share some initial ideas on how you would go about estimating TAM, SAM, and SOM including some potential sources for data. Please limit your answer to 200 words.

Competitive map

prompt: I’m interested in mental health. Could you share 10 start-ups that focus on prevention in that space and who recently received a large funding round?


prompt: Thanks – could you share a PESTEL analysis on a B2b service that provides mental health in the workplace, such as Fika, focused on the US market in a table format?

2. Insights with ChatGPT

Consumer POV generation

prompt: Assume you’re an employee of a tech start-up struggling with anxiety and experiencing early burnout syndromes. Can you provide some insights – written in first person – about how that employee is feeling in their day to day and how it’s affecting their work?

Create agency brief

prompt: Suppose you’re a global coffee category manager for a multinational food and beverage company. One of your strategic priorities is to increase market penetration with Genz customers. Please share a high-level (max 150 words) brief for a market research agency.


prompt: What are some at home coffee drinking trends that became popular around the world during the COVID-19 pandemic? Please share the countries or regions where the trends originated.

Interview scripts

prompt: I’m planning to conduct in-depth individual interviews (IDI’s) with GenZ customers to better understand their jobs to be done and current pains around the at-home coffee-drinking experience.
Please share a short problem exploration interview script I can use as a starting point for my interviews.

Consumer journey

prompt: Can you outline what a consumer journey could look like on Thrivefy? Please outline in a table format the key phases, key touchpoints during each phase, 1 or 2 jobs to be done per phase and potential pains and gains per phase.

3. Ideation with ChatGPT


prompt: Assume you’re the product manager of a B2B mental health start-up. You need a name to test your value proposition in the market. Please share a list of 30 potential names in a table including potential URLs. Prioritize names that are brandable or that use an alternative spelling.

Value proposition design

prompt: Let’s go with Thrivefy for now. I’m looking to explore different potential value proposition.
Please share 10 different value propositions all with a maximum of 144 characters.

Features to test

prompt: Let’s assume that our main value proposition is focused on employee retention. What would be some potential key features of the product that we should consider testing?

4. Validation with ChatGPT

Assumption mapping

prompt: Can you list the top 5 assumptions about desirability (will this solve a real need for B2B buyers and their employees), and viability (will we be able to create a viable business model to support the service)? Please outline the results in a table with 1 column for desirability assumptions and 1 for viability assumptions.

Experiment design

prompt: Could you create a simple (max 100 words) experiment design I could use to test the assumptions around the viability of CAC (customer aquisition cost)?

Pricing conjoint

prompt: Create a simple experiment design to measure price sensitivity towards speciality coffee products of Gen consumers using a conjoint analysis.

B2B recruitment message

prompt: Assume that you’re the CEO of a start-up working on a B2B mental health platform and you’re specifically targeting your offering toward tech companies that are headquartered in the USA. You want to get some initial validation from start-up management (CEO/COO) and HR leaders (CPO, CHRO, Culture Lead, etc.) and plan an automated outreach over Linkedin. Create 3 different potential personalized messages to send over Linkedin with the goal of setting up a short meeting.

5. Business models with ChatGPT

Revenue models

prompt: Share 5 ideas to create additional revenue from the B2B mental health support model beyond the fees companies would pay for the service.

Business model canvas

prompt: Please create a simple business model canvas for the B2B mental health support platform in a table format.

6. Go to market with ChatGPT

Go to market plan

prompt: Assume that you’re the CEO of a start-up working on a B2B mental health platform. You have tested out different value propositions and you have a functional MVP. The next step is getting paying customers. Outline a brief go-to-market plan to get to the first 100 paying customers.

Get first paying customer

prompt: Please draft 3 sample messages for a LinkedIn outreach for Thrivefy with the following value proposition: ” Empower your employees to reach their full potential with our proactive mental health support system” highlight the opportunity to participate in a free trial.


The real power of using ChatGPT as an innovator sits in the co-pilot model. Having a GPT model generate a consumer POV will likely not result in the type of deep insights that lead to true innovations but it is an amazing starting point. You could, for example, put it in front of real consumers as a trigger in an in-depth interview. We don’t believe AI will take over innovation but we do believe that innovators who use AI will replace those who don’t.
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