MKT.3:4.1 - Choose whose response could change the next action

Start with the activity, difficulty and conditions that make the contribution useful. Identify the people who encounter that difficulty, the people who can authorize a relevant next step, and the people who might introduce them. These can be different audiences with different invitations. An introduction from a trusted colleague does not establish that the recipient needs the offer.

State what response is useful now and why. A new service might need to learn whether a proposed input can be made available; an established offer might need an appointment with a qualified purchaser. Asking for a purchase before the parties understand a necessary condition can conceal the very information needed to construct the offer. If the useful result itself is still contested, use MKT.6 before making a definite promise.

Define the boundary of the attempt: which recipients, situation, period and volume can be served, what preparation is available, and what would warrant continuing or stopping. Base the boundary on the consequential uncertainty and capacity, not a standard number of messages. An existing answer can justify direct execution without a new probe.