MKT.8:4.1 - Begin with the decision the map should change

Name the useful result at issue, whose activity receives it and which decision can change that activity. For example: should the provider change an invitation, obtain an access contribution, redesign the support handover or stop an unsuitable offer? Determine who will use the answer and what difference would lead them to another action.

Choose a sufficient reach in time and participants. Start far enough before the apparent problem to include its prerequisites, and continue far enough afterward to see the receiving use. Include a third-party approval, a customer’s preparation or a later support need when it can change the decision. Stop expanding where an added contact cannot affect the present choice.

Select the intended use of the representation. A history asks what occurred. A possible route asks what could occur under stated conditions. A plan asks which actions someone will undertake. These accounts can be compared, but do not let the proposed route fill gaps in the historical evidence.