Chapter 1
Diagnose the constraint
Distinguish weak demand, poor conversion, limited capacity, cash pressure and unclear positioning.
Why this matters
A strong result begins with an explicit decision and a proportionate evidence boundary. Record what is known, what is reported by another party, what is inferred and what remains untested. This prevents enthusiasm, seniority or polished presentation from being mistaken for operating proof.
Do the work
Select one primary constraint for the next 90 days. Name the owner, affected people, dependencies, risk and review date. Where another organisation or person is involved, confirm their role, permission and expectations rather than assuming agreement.
Review questions
- What decision will this evidence support?
- Whose experience, data or opinion is it?
- What could make the conclusion inaccurate or unsafe?
- What is the smallest useful next test?
- Who can challenge or approve the result?
Practical checkpoint
Do not move on because a document exists. Sample a real record, observe the process where possible and ask whether a capable third party could reproduce the reasoning. Record a proceed, change, pause or stop decision and the evidence behind it.
Chapter 2
Segment the market
Choose customers by need, buying route, risk and reachable evidence.
Why this matters
A strong result begins with an explicit decision and a proportionate evidence boundary. Record what is known, what is reported by another party, what is inferred and what remains untested. This prevents enthusiasm, seniority or polished presentation from being mistaken for operating proof.
Do the work
Build a short market map and remove poor-fit segments. Name the owner, affected people, dependencies, risk and review date. Where another organisation or person is involved, confirm their role, permission and expectations rather than assuming agreement.
Review questions
- What decision will this evidence support?
- Whose experience, data or opinion is it?
- What could make the conclusion inaccurate or unsafe?
- What is the smallest useful next test?
- Who can challenge or approve the result?
Practical checkpoint
Do not move on because a document exists. Sample a real record, observe the process where possible and ask whether a capable third party could reproduce the reasoning. Record a proceed, change, pause or stop decision and the evidence behind it.
Chapter 3
Strengthen the offer
Make value, boundaries, proof and implementation visible.
Why this matters
A strong result begins with an explicit decision and a proportionate evidence boundary. Record what is known, what is reported by another party, what is inferred and what remains untested. This prevents enthusiasm, seniority or polished presentation from being mistaken for operating proof.
Do the work
Rewrite the offer around the buyer decision and delivery risk. Name the owner, affected people, dependencies, risk and review date. Where another organisation or person is involved, confirm their role, permission and expectations rather than assuming agreement.
Review questions
- What decision will this evidence support?
- Whose experience, data or opinion is it?
- What could make the conclusion inaccurate or unsafe?
- What is the smallest useful next test?
- Who can challenge or approve the result?
Practical checkpoint
Do not move on because a document exists. Sample a real record, observe the process where possible and ask whether a capable third party could reproduce the reasoning. Record a proceed, change, pause or stop decision and the evidence behind it.
Chapter 4
Build a repeatable pipeline
Connect attraction, qualification, discovery, proposal, follow-up and learning.
Why this matters
A strong result begins with an explicit decision and a proportionate evidence boundary. Record what is known, what is reported by another party, what is inferred and what remains untested. This prevents enthusiasm, seniority or polished presentation from being mistaken for operating proof.
Do the work
Define exit criteria at every pipeline stage. Name the owner, affected people, dependencies, risk and review date. Where another organisation or person is involved, confirm their role, permission and expectations rather than assuming agreement.
Review questions
- What decision will this evidence support?
- Whose experience, data or opinion is it?
- What could make the conclusion inaccurate or unsafe?
- What is the smallest useful next test?
- Who can challenge or approve the result?
Practical checkpoint
Do not move on because a document exists. Sample a real record, observe the process where possible and ask whether a capable third party could reproduce the reasoning. Record a proceed, change, pause or stop decision and the evidence behind it.
Chapter 5
Protect delivery
Model people, suppliers, cash, quality and continuity before accelerating sales.
Why this matters
A strong result begins with an explicit decision and a proportionate evidence boundary. Record what is known, what is reported by another party, what is inferred and what remains untested. This prevents enthusiasm, seniority or polished presentation from being mistaken for operating proof.
Do the work
Stress-test one high-growth and one payment-delay scenario. Name the owner, affected people, dependencies, risk and review date. Where another organisation or person is involved, confirm their role, permission and expectations rather than assuming agreement.
Review questions
- What decision will this evidence support?
- Whose experience, data or opinion is it?
- What could make the conclusion inaccurate or unsafe?
- What is the smallest useful next test?
- Who can challenge or approve the result?
Practical checkpoint
Do not move on because a document exists. Sample a real record, observe the process where possible and ask whether a capable third party could reproduce the reasoning. Record a proceed, change, pause or stop decision and the evidence behind it.
Chapter 6
Review useful growth
Measure retained value, service quality and capability—not vanity traffic alone.
Why this matters
A strong result begins with an explicit decision and a proportionate evidence boundary. Record what is known, what is reported by another party, what is inferred and what remains untested. This prevents enthusiasm, seniority or polished presentation from being mistaken for operating proof.
Do the work
Hold a monthly evidence review with stop/change/continue decisions. Name the owner, affected people, dependencies, risk and review date. Where another organisation or person is involved, confirm their role, permission and expectations rather than assuming agreement.
Review questions
- What decision will this evidence support?
- Whose experience, data or opinion is it?
- What could make the conclusion inaccurate or unsafe?
- What is the smallest useful next test?
- Who can challenge or approve the result?
Practical checkpoint
Do not move on because a document exists. Sample a real record, observe the process where possible and ask whether a capable third party could reproduce the reasoning. Record a proceed, change, pause or stop decision and the evidence behind it.