Nmblr Scout Step 2: Evaluation Criteria
Purpose of this step: We’re aligning on one shared lens so markets and functions compare competitors consistently.
1. Generate ideas for the competitive dimensions that should be used
Outcomes lens
- Brainstorm outcomes that matter—clinical, life quality, and system/economic.
- “Remember: desired outcomes might differ across payors, patients, and HCPs.”
Technology lens
- Brainstorm the technology dimensions that best capture how competitors might optimise today’s game or reframe it.
Innovation lens
- Brainstorm innovation dimensions that reveal whether competitors are creating value through improvement (better within the current paradigm) or change (a new paradigm that rewires value).
2. Finalise Outcome Criteria
- Pick outcomes that will change real behaviour (prescribing, adherence, access/coverage).
- Keep outcomes that, if improved, would strengthen the value story, clinical differentiation, positioning, and/or matter to regulators.
- Keep outcomes you can credibly rate using magnitude of impact + credibility of proof (e.g., RCT strength, RWE, feasibility).
- Leave behind outcomes that are “nice to have” but won’t change decisions, or where every competitor looks the same.
3. Finalise Technology Criteria
- Select the few that are most likely to change competitiveness, not the ones that are merely interesting.
- Prioritise criteria that can create future opportunity or threat (i.e., potentially disruptive).
- Ensure you can rate them: you should be able to add evidence and judge competitiveness consistently across markets.
- Leave behind criteria that are too speculative to evidence or don’t materially affect outcomes, adoption, access, or scalability.
4. Finalise Innovation Criteria
- Select the innovations most likely to reshape the “rules of the game.” (These are often independent of who leads today.)
- Choose criteria that help you spot market shifts (e.g., category redefinition, shifts in power, white space creation, new risks).
- Leave behind “innovation criteria” that are just features—keep the ones that change stakeholder expectations, evidence requirements, access, or care delivery.
Assessment checklist
- Is there agreement on the priority outcomes that the stakeholders care about? (outcomes might differ for each stakeholder)?
- Is there agreement around the technologies that are likely to change competitiveness
- Is there agreement around the innovations that most likely reshape the rules of the game.