MKT.5:4.6 - Revise the concept or its conditions from the result

Compare the intended encounter with the observed arrangement and response. If the conditions were not supplied, obtain or revise them before blaming the concept. If the arrangement worked but the intended response did not occur, investigate the context or assumption linking the conditions to that response. If the desired response occurred while the useful result failed, revise the contribution rather than treating the experience measure as success.

Return the selected concept, the connected feasible conditions, material limits, the observations and the next change. Reopen the construction when a new audience, channel, provider, access condition or operating constraint alters the encounter. Retain sufficient existing work when the change is local. A journey map through MKT.8 can help locate the relevant connection, but the repair remains a change in actual conditions or in the warranted promise.