The Liminal Process Model.

Four phases between a hunch and a company that stands alone. Step through them below, or load an industry walkthrough to watch the same machine run on a different market.

The walkthroughs are illustrations — the mechanics are real, the ventures are invented. The real ones are here.

AMBIGUITY

ORTHODOXY

Liminal Space

Uncertainty, Ambiguity & Common Beliefs

We operate in a value space characterized by uncertainty. The goal is to identify 'Liminal Areas'-boundaries between known and unknown states. We map 'Common Beliefs' (deeply held industry orthodoxies) to spot 'Trigger Events' or 'Whispers' that suggest a radical shift is preparing.

Key Question

"What unknown shifts/trends could make our business obsolete?"

Key Activities & Deliverables

Map Sources of Uncertainty

Identify Deeply Held Orthodoxies

Spot Trigger Events & Whispers

Select Liminal Areas

→ The method in full → Run it on your market

How does the Liminal Process Model work?

The Liminal Process Model is Limineer's method for taking a corporate conviction from liminal space to a launched venture. Each phase ends in an explicit call to continue or stop — so a wrong assumption dies in weeks, not in a budget year.

Phase 1 — Uncertainty, Ambiguity & Common Beliefs

Liminal Space

"What unknown shifts/trends could make our business obsolete?"

Map Sources of Uncertainty
Identify Deeply Held Orthodoxies
Spot Trigger Events & Whispers
Select Liminal Areas

Phase 2 — Cognition-based NBO Identification

Discovery Phase

"What do we need to believe for this new business to be true?"

We move from noise to signal by articulating a 'Contrarian Belief'-a counterfactual assumption that challenges the dominant mental model. We then formulate a 'Theory of Value' using strict causal logic: 'IF we solve these core subproblems, THEN we can realize this belief.'

Articulate Contrarian Beliefs
Formulate Core & Subproblems
Derive Causal Logic (If... Then...)
Assess Corporate Strategic Fit
Create early prototypes and artefacts for market testing

Phase 3 — Action-based NBO Evaluation

Design Phase

"Does our Theory create value in practice? Do customers want a share?"

Thinking stops, building starts. We test whether the NBO can make money before it scales — a working proof that someone will pay, at what price, and why that holds. The theory either survives contact with paying customers or it dies here.

Create Value & Capture Value
Onboard Founding Team
Establish Governance
Define Capital Structure

Phase 4 — Launch & Scale

Venture Build

"Who will lead the spun-out venture? What are the terms?"

With a validated theory and investable design, the venture is launched. This phase focuses on Lean Startup methodologies, effectuation, and executing the blueprint created in the Design phase. We finalize term sheets and the governance structure.

Lean Startup Execution
First Paying Proof
Term Sheets & Investment
Spin-out & Scale