Page 73 · Module 03, Know Your Market · this screen continues that page
All 108 frameworksPESTLE Analysis
You're entering a new market, geography, or sector and you need to understand the
The prompt
Copy & paste readyLabelsReplace theseSwap the role below
Pro tip, from the book
Run PESTLE before entering any new geography especially India, Southeast Asia, or the Middle East where political and legal environments change faster than most founders expect. The factors that kill international expansion are almost always in the P and L dimensions, not the market size.
Who should run this prompt
Module role profileWho should read your competitive landscape? Every market looks different depending on where you are standing. A market researcher sees data. A competitor's strategist sees opportunity. A customer sees none of your positioning — only their own problem. Use this page to choose the right lens before drawing any conclusions about the market you operate in.
Choose any role to drop it into the prompt above. Only the highlighted opening clause changes — the rest of the prompt stays exactly as printed.
◆◆◆◆◆ → ◆ seniority, board level down to specialist◈ outside the organisation
How to make any role sharper
- Add years of experience: "...with 15 years in enterprise SaaS" produces different depth than just the title.
- Add what they care most about: "You care most about [X]" shapes every word of the output.
- Add their communication style: "Be direct. Flag risks first. No jargon." changes the tone entirely.
Use this when
The problem it solvesexternal forces that could accelerate or kill your plan political, economic, social, technological, legal, and environmental.
How the framework works
From the printed pageDeveloped by Francis Aguilar at Harvard in 1967, PESTLE is a macro-environment scan across six dimensions: Political (government policy and stability), Economic (growth, inflation, interest rates), Social (demographics, culture, behaviour trends), Technological (innovation, disruption, digital adoption), Legal (regulations, compliance), Environmental (sustainability, climate, physical). AI has broad knowledge across all six dimensions and can generate a detailed PESTLE in minutes when given the right context.
The method, in four moves
Do these in orderDefine the market, geography, and industry before prompting context is everything.
Ask AI to flag which PESTLE factors are currently most active or fast-changing.
Turn the highest-impact factors into assumptions in your Lean Canvas.
Revisit PESTLE before any major market entry or strategic shift. Read the macro environment before it reads you Before Monzo launched in the UK, its team ran a PESTLE analysis and identified two critical factors: FCA regulatory changes opening challenger bank licensing, and a generational shift in how under-35s trusted traditional banks. Neither was in the existing competitor analysis. Those two factors not the product features became the foundation of Monzo's go-to-market timing and positioning. IN PRACTICE
Where the framework comes from
Francis Aguilar, Harvard Business School — Scanning the Business Environment, 1967
Pairs well with
As printed with this frameworkModule 03 — Know Your Market
See your competitive landscape clearly before you move.
10 frameworks, printed on pages 70–89.
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