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MKT.4:3 - Forces
| Tension | Practical consequence |
|---|
| A provider seeks acquisition; the customer has its own alternatives. | Judge whether the next choice is understood and suitable, not only whether it increases conversion. |
| Different people can control use, payment and permission. | Recover the required contributions and actual authority without assuming one contact speaks for all. |
| Reducing unnecessary effort helps action; some checks protect a real interest. | Remove a needless step only after identifying what it was meant to establish. |
| A limited trial can reduce uncertainty; it creates obligations and work. | Bound its purpose, cost, data, support and end before it begins. |
| An immediate decision can be valuable; readiness may depend on another event. | Supply a useful deferral or refusal instead of manufacturing urgency. |