MKT.1:4.2 - Recover the roles and the alternatives available to each

Identify the people or groups that perform, choose, pay, permit, maintain and are materially affected. Record only distinctions that change the present question. One person may perform several roles. One organisation may contain several independent opportunities; its name is not a single goal or purchasing state.

For each consequential role, ask what useful result or protection matters, what effort or exposure it would accept, what it can decide, and what it would do without this proposal. Verify an attributed authority when the next action relies on it. A friendly contact may supply insight while having no ability to commit a budget or permit access.

Compare feasible alternatives, including continuing the present way, using internal assistance, another supplier, a smaller change or deferring the task. This exposes the relevant competition for the proposed contribution. An internally impressive capability is commercially irrelevant if the people can obtain the needed result more suitably elsewhere.

Use MKT.12 for the missing answer. Its result-investigation route can establish differences in desired execution outcomes; its choice-history route can explain a particular transition. Keep each result’s activity coverage, uncertainty and population limits. When an unresolved omitted outcome could change the proposed grouping or contribution, obtain that answer or narrow the target hypothesis before relying on the comparison.