DICA 1 · Diagnosis: the Client Map|INEMA.CLUB-PRO

Lesson 4 · 16 min

What the owner knows and doesn't write down: "tell me about a recent case"

Ask "how do you qualify a new patient?" and the owner answers "it depends." Ask "tell me about the last new patient who came in" and they narrate, step by step, the decisions they make without noticing. Three cases of the same type show the pattern that will become a rule in the next lesson.

Start the lesson
A neighborhood bakery owner, wearing an apron, tells a story leaning on the counter while a consultant takes notes.

In this lesson you will

  1. 1Why the owner can't explain what they do
  2. 2The narrative question: time, object, and step by step
  3. 3The case template in 6 fields
  4. 4The rule of 3: from anecdote to pattern

Goal: collect 3 recent cases of the same type with the case template and mark what repeats across them.

01From case to pattern

The rule is told as a story, not stated outright. Click each step.

Click each block in the diagram to see what it does.

Tacit knowledge is what the owner knows how to do but has never written down. The technique changes, and the information shows up.

02Tacit and explicit

Your job is to move things from the left column to the right.

1. What doesn't work

"How do you qualify a patient?", "explain your process to me", "what criteria do you use?".

The owner isn't lying; they just don't know how to describe what they do on autopilot.

03Templates: narrative questions and case template

Copy one template per case. Replace what's between < > with your own.

perguntas-narrativa.txt
- Tell me about the last <client/patient> who came in new. From first contact until <what happens at the end>.
- Think of the last <client/patient> who complained. How did that conversation go?
- Tell me about the last <charge/proposal/reschedule> you made this week.
- So, how did you decide <the point where they chose something>?
- If they say "it depends": but think of one specific case, from last week.
caso-NN.md
# Case <NN> — type: <e.g., first WhatsApp contact> — <case date>

Context: <who the client is, no name; how they arrived>
Input: <what they asked or said, as literally as possible>
Owner's analysis: <what the owner thought and what they based it on>
Action: <what the owner answered or did>
Result: <what happened afterward>
What they would do differently: <whether the owner would change anything>
padrao.md (fictional example)
# Pattern — first WhatsApp contact — Clínica Vila Serena (fictional)
# 3 cases collected with the owner; no names recorded.

- In all 3 cases: asked whether the person has health insurance BEFORE talking about price.
- In all 3 cases: offered an initial evaluation when it was their first time.
- In 2 of 3: suggested a late-afternoon time slot.
- In 1 of 3: called in the physical therapist because the person mentioned recent surgery.

→ Rule candidates (lesson 5): insurance before price; evaluation for first-timers; recent surgery = call the physical therapist.
Simulation: illustrative example
  • The 3 cases are of the same type and from the priority area.
  • Each case has all 6 fields, with the owner's decision in the "Analysis" field.
  • The pattern marks what repeats and how many times (3 of 3, 2 of 3).

04Practice: 3 Vila Serena cases

You write the cases as fictional ones, imitating what the owner would tell you.

E1 · Three cases in the template

25 min

Choose a case type from the area that led your matrix. Write 3 fictional Vila Serena cases in the template, with the owner's decision in the "Analysis" field. If you can, do it with someone playing the owner.

Done when: there are 3 case files of the same type, each with all 6 fields filled in and no names or phone numbers.

E2 · The pattern marked

10 min

Compare the 3 cases and write padrao.md with what repeats and the count (3 of 3, 2 of 3).

Done when: padrao.md has at least 2 items that show up in 2 or 3 cases, with the count next to each.

05Test what you learned

Question 1 of 4

Which question is most likely to reveal the rule the owner uses?skill

06Summary

Case, not ruleAsk for the most recent case, with a time anchor, and ask how they decided each point.
6-field templateContext, input, owner's analysis, action, result, and what they would do differently.
Rule of 3Three cases of the same type show the pattern. Mark what repeats and how many times.

Going further

Company knowledge as an asset (AI Management · Resources, lesson 3)Mapping what really happens (AI Management · Processes, lesson 3)
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