The cycle moves clockwise: Define, Measure, Diagnose, Design, Deliver, Learn, and back to Define. Communicate is a continuous band across the whole cycle, not a separate step. Learn feeds the next Define.
The process keeps moving: each cycle informs the next, while communication connects every stage.
Understand
I start by getting the problem and the evidence into the same sentence. If I cannot say what decision we are making, or what the number actually counts, I am not ready to solve anything.
Define
Name the actual problem, the outcome we want, the decision someone has to make, and what would count as success.
Why it matters. A lot of wasted work starts with a request that sounds clear and is really a symptom.
Measure
Gather the evidence, write the definitions, and check that the number we are about to use is the thing people think it is.
Why it matters. Two honest calculations can still be two different facts wearing the same name.
Solve
Once the problem and the measure are clear enough, I look for what is driving the result, and for a response that can survive the real constraints.
Diagnose
Look for relationships, drivers, and root causes, and try not to treat a symptom as the cause.
Why it matters. Acting on the visible problem is how a team gets very efficient at the wrong repair.
Design
Compare interventions, tradeoffs, and constraints, and ask whether the response can actually be implemented.
Why it matters. A clever design that the organization cannot run is still a sketch.
Improve
A design that stays in a document is unfinished. I try to put something into use, then look at what actually happened and carry that into the next pass.
Deliver
Build, coordinate, and put the solution into use with the people who have to live with it.
Why it matters. The handoff is part of the work. If only I can run it, it is not delivered.
Learn
Compare what happened with what we set out to do, including effects we did not intend, and take that into the next cycle.
Why it matters. The loop only works if Learn is allowed to change the next definition.
Communicate
I keep the people who understand the system, the people building the solution, and the people making decisions connected to the same definitions, evidence, tradeoffs, and outcomes.
Why it matters. Good analysis loses its value if understanding breaks at the handoffs.