MKT.6:3 - Forces · fpf.tools

Tension	What must remain explicit
Agreement helps coordination; participants can have different goals.	The limited common result and any remaining distinct interests.
A broad ambition gives direction; the supplier controls only part of its achievement.	The contribution that can be promised and the work or conditions it depends on.
Early specificity helps action; the goal can become clearer through use.	A usable present agreement and the condition for reopening it.
Guidance can help the customer; collaboration has a cost and requires willingness.	A proportionate form of participation or a narrower offer.
Product activity is visible; useful change may be delayed or occur elsewhere.	Evidence of the useful change at the relevant time, sufficient for the receiving decision.