MKT.13:4.2 - Select the uncertainty that can change the next commitment

Ask which unsupported claim could defeat the proposed deployment and what alternative explanation fits the evidence. Customers may like the demonstration but lack a usable purchase route. The channel may reach interested users but no payer. A price may cover visible execution while omitting preparation and support. A pilot may work only because the founder silently completes customers’ work.

Choose the next inquiry or trial by its ability to distinguish the consequential possibilities at reasonable cost. State what would make the proposed commitment acceptable, smaller, different or unavailable. A fixed number of interviews, a minimum conversion percentage or a prototype milestone is useful only when justified for this decision.

If the issue is the meaning of the customer’s situation, use MKT.12. If it is a concrete choice and transition, use MKT.4 with real conditions. If the decision needs an intervention effect, use MKT.10. If the missing contribution is the service itself, request the relevant engineering result through MKT.9 and MKT.11. Keep these different questions distinct even when one trial informs several of them.

Use the smallest adequate means of inquiry. A sample output, terms of a limited service or a manual trial may answer a purchasing or use question more directly than a finished product. Conversely, a simulation that conceals the crucial operational difficulty may be inadequate. The artifact serves the question; its availability does not establish that the question has been answered.