MKT.1:4.1 - Recover the difficulty without selecting the answer in advance

Name the activity, the inadequate or unavailable result, the circumstances in which it matters and what presently happens instead. Use an actual account or an explicitly proposed case. “Need our platform” is a proposed answer. “A reporting operator must re-enter the same permitted data before the deadline” is a difficulty whose remedy remains open.

Ask what would make addressing it worthwhile and for whom. Consider the result, transition effort, continuing burden and effects on people who do not make the purchasing decision. Use DOCA.3 when the worthwhile problem or proposed contribution itself remains unresolved. It can return a supported problem, an attributed value claim, a hypothesis or rejection. Marketing must preserve that strength instead of treating every lead as established demand.

The scope must be large enough to retain the result and small enough to investigate. Separate performing the underlying work from finding and acquiring a means to perform it. A purchasing obstacle can coexist with a well-served operational activity; an urgent operational need can coexist with no attainable purchase.