Dan Olsen's term for reverse-engineering a company's underlying product strategy after the fact, since successful companies almost never publish an explicit Product Strategy Grid. The method: mine artifacts — old Series A pitch decks, later UX-team retrospectives, founder interviews — and map their claims onto Kano Model categories (must-have, performance, delighter) rather than accepting the artifact's own framing.
Olsen used this to reconstruct Instagram's 2010 Strategy (Performance + Delighter Case Study) and Uber's Series A Positioning (Three-Dimension Case Study); he considered Airbnb but excluded it because its artifacts weren't as clear-cut. The technique only works when a public trail exists — a well-sourced pitch deck or a company retrospective — which is why the same two or three examples recur across his talks.
Related to Reverse-Engineering Decision Inputs (Biography & Product-History Analysis), but aimed at reconstructing a strategy rather than a leader's decision-making pattern.
Apply: When a founder or case study shares an old pitch deck, look for statements that map onto must-have/performance/delighter categories rather than accepting the deck's own framing.