MKT.9:4.1 - Name the decision and the differences that can change it

Recover the useful result, the person or group receiving it and the immediate decision. Distinguish selecting an offer, selecting help for an acquired service and constructing a new service. The relevant information differs: a purchaser’s spending limit may matter to the first decision, while access and present ability may determine the second.

Ask what difference would change the suitable action. Start with the required use, available time, access, necessary ability, support, material constraints and preferences that affect the result. For each proposed attribute, explain which alternative it can select or exclude. Omit an attribute whose value cannot change the decision. A broad market group can provide a useful starting hypothesis through MKT.1; it does not settle the individual’s conditions.

When the result itself is unclear, use MKT.6 to obtain an agreed contribution before choosing its variant. When sufficient conditions are already known, proceed without asking the customer to repeat them.