MKT.6:4.1 - Recover goals, roles and the activity in which a result would matter

Identify who will do the work, receive its effects, decide, pay and authorize access. Ask what each is trying to accomplish, what currently happens, what difficulty matters and what would make a change worthwhile. Recover a concrete occasion or work situation so that an attractive abstract goal can be related to actual activity. Reuse an adequate existing account; involve additional people only where their conditions could change the proposal.

Distinguish a broad ambition, a nearer useful result and the supplier’s possible contribution. A career change can motivate learning; demonstrating a particular capability can be a nearer result; a course can supply instruction and practice. The course is neither the whole career change nor evidence that the capability has been obtained.

Do not force the answers into one indicator. Record a disagreement in ordinary terms and locate its practical consequence. A purchaser’s fee limit and a user’s need for help may constrain different parts of the same proposal. If the people with necessary authority or knowledge are unavailable, determine whether a smaller contribution can be agreed; otherwise return the missing decision or evidence instead of inventing their assent.