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MKT.2:3 - Forces
| Tension | Required response |
|---|
| A simple explanation helps recognition; qualifications can change the promise. | Make consequential limits visible with the claim they limit. |
| Different roles value different results. | Preserve their separate contributions within one compatible proposal. |
| Differentiation attracts attention; the alternative may already be adequate. | Compare actual options and identify a worthwhile difference, including convenience or access when those matter. |
| A customer can want a result outside the supplier’s control. | Promise the supported contribution and identify the other work and conditions it needs. |
| Testing costs attention and preparation. | Test the uncertainty that changes the proposal, and reuse an already sufficient answer. |