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Find product/market fit FASTER

We help innovative teams, founders & product leaders:

  • Save time in developing your product or service
  • Discover customers’ real needs before you start building
  • Drive long term engagement & retention through launch & beyond

What We Do

Innovation training for product leaders & teams

Build the right product

We’ll help you define your product and find your beachhead audience with a burning unmet need.

Validate your ideas 10X faster 

We’ll help you find the right early customers and gather valuable feedback from them before investing in code or design.

Build a high-retention customer journey

We’ll help you develop your product or service, and test all your assumptions before launching.

You’ve got to find your own window of opportunity. Game Thinking is your instruction manual.

Garry headshot

Garry Tan

CEO, Ycombinator

Who We Help

We work with innovative teams, founders & product leaders

Startup Founders
Game Designers
UX Professionals
Product Managers
Business Owners
L&D Professionals

Now I can do research much earlier & set my teams up for success


Bonnie Chiurazzi

Director Market Insights, Glassdoor

This program help me serve customers better & deliver client solutions faster.


Dylan Watkins

Founder, Reality Smash

I was amazed at how quickly we found our ideal target customers. This stuff works. 

robin allenson

Robin Allenson

CEO & Founder, 

How We Work

Build better products with Game Thinking

What is Game Thinking?

Game Thinking is a proven innovation system that blends Game Design, Systems Thinking, Design Thinking, and Agile/Lean Practices into a potent recipe for accelerating innovation.

Is Game Thinking just for games?

Game Thinking isn’t just for games. Teams who work in automotive, beauty, education, entertainment, finance, healthcare, manufacturing, & technology have launched successful products using Game Thinking.

Game studios, hot startups & global brands worldwide have used Game Thinking to build breakthrough innovations. And you can too.

game thinking venn diagram

This program made me a better, more strategic product maker


Ian Brand

Product Innovation @ General Motors

Game Thinking saved us from struggling through Customer Discovery on our own

9 cara headshot

Cara Meverden

Podcasts @ Apple

Case Study

How did leading beauty & skin care company Shiseido apply Game Thinking?

Find out

Is Game Thinking the same as “gamification”?

Not at all. Game Thinking distills the development process behind hit games into a step-by-step system.

Gamification can open the door & gets people interested in the power of games. Game Thinking is the next step.

If you want to bring your ideas to life like a game designer, with a compelling Journey & sticky Habit Loops, then Game Thinking is for you.

Game Thinking is WAY better than gamification. The more I learned, the more in love I fell with it


Jared Spool

Founder, Makers of Awesomeness

Game Thinking gets FAR better results for our clients than Gamification


Jaxton Cheah

Gamification Coach

Find out more about what Game Thinking is and how it works.

Learn more


Get the innovation tools you need to succeed

Isn’t it time to work smarter?

You & your team get a powerful toolkit that accelerates product innovation & cross-functional collaboration across your company.

Build momentum quickly

Start your project on the right foot by working on the right issues and problems from the get-go.

Find the right customers

Get in touch with exactly the right early customers who will give you actionable, product-shaping insights.

Save months of time

Make real progress, real fast thanks to time-saving tools and videos that guide you through the entire process.

Validate ideas faster

Innovation Bootcamp

A 5-day virtual workshop where you’ll learn the end-to-end innovation system that can 10X product/market fit.

Supercharge your team

PMF Sprint

A 3-month hands-on design accelerator for teams who want to turn promising ideas into successful products.

The 8-Step Path to Product/Market Fit

Level-up your product leadership

Private & Group Coaching

We offer customized,  actionable support to founders, executives & product leaders who want to take their skills to the next level.

Who We Are

Meet the people behind Game Thinking.

We’re Amy Jo & Scott Kim — veteran game designers & UX professionals.

We’ve worked on massive breakthrough hits like The Sims, Rock Band, Covet Fashion, Bejewelled 2, & Tetris.

Along the way, we synthesized the best practices we learned first-hand by working with mega-successful innovators & teams.

Those insights evolved into Game Thinking — a step-by-step system for innovating smarter & driving retention.



We’ve bundled our insights into the book Game Thinking, which details our system and process step-by-step.

Our best-selling book is used by top game studios, fast-growing startups, & global brands.

Want to use Jobs-To-Be-Done to build the right product? You’re in good hands with Amy Jo


Bob Moesta

Founder, ReWired Group

Working with Amy Jo is like having a world-class product designer in your pocket


Eugenia Kuyda


Amy Jo’s MVP methodology is fantastic. The results you’ll see are a no-brainer


Ofer Leidner

President, Twill / Happify

Amy Jo has a refined, effective process for bringing new ideas to life


Blair Ethington

VP @ eBay

Who You Are

What’s your innovation style?

Take our quiz to find out more about what kind of innovator you are.

Upon completion, you’ll receive a free innovation cheatsheet with tips that match your style!