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MKT.1:3 - Forces
| Tension | What the practitioner must preserve |
|---|
| A common offer can reduce preparation; customers differ. | The shared contribution and the local differences that it can tolerate. |
| Commercial focus requires selection; evidence may still be sparse. | A target hypothesis with an affordable next test, rather than an invented population estimate. |
| A user can want a change that a payer or permitting party cannot support. | Distinct results, burdens and decision powers. |
| Existing categories help reach people; they may explain little about usefulness. | Separate a way to find customers from a reason to treat their situations alike. |
| A supplier needs a viable contribution; a worthwhile problem may exceed its capabilities. | Retain the problem while qualifying, changing or declining this supplier’s proposed part. |