MKT.2:4.1 - Establish the receiving result and what could contribute

Recover the customer’s activity, important difficulty, existing alternative and the roles that can change the proposal. Ask what useful difference is sought, who receives it and how it could be recognised. If the purchaser wants a lower fee while users need less repeated work, retain both questions. Do not let one convenient indicator become the goal of every participant.

When the useful result is contested or not yet known, use DOCA.3 to separate the problem, proposed contribution and acceptance expectation. The people involved can then choose a shared limited result, retain distinct goals, or decline the wider proposal. A narrower agreed contribution may be possible without pretending that all goals coincide.

Connect a candidate capability to that result through a concrete use: who would use what, under which conditions, to change which part of the work? A new or changed product-service arrangement may need SYSE.2’s linked use and system concept, followed by the relevant engineering and supply work. Ask its owner for the needed result and constraint; do not replace a missing function with stronger promotional wording.