MKT.2:2 - Problem

A list of capabilities does not tell a customer which useful change it enables under their conditions. A compelling claim can also imply capabilities, support or terms that the provider cannot supply. Teams then try to repair the resulting misunderstanding with more messages while the actual proposal remains inconsistent.

Construct the contribution, its context of comparison and its supply conditions together. Test what the intended people understand and can use. Let failed understanding, failed usefulness and failed feasibility lead to different repairs.