The How This Works show

Dr. Chui Chui Tan's four-bucket framework

31 March 2025
business expansion, business strategy, cross-cultural research, cultural insights, customer understanding, dr. chui chui tan, four-bucket exercise, global growth, how this works show, international business, knowledge management, market entry, market research, product development, research framework, strategic planning

The four-bucket exercise, developed by Dr. Chui Chui Tan, helps teams organize knowledge about new markets into four categories: known facts (evidence-based truths), strong hypotheses (assertions needing validation), weak hypotheses (assumptions with minimal evidence), and unknowns (knowledge gaps).