Known
Your current delivery scope and the claims your team can support.
New markets
Give the market assumption a fair test.
A new segment changes more than the audience filter. Separate what you know from what needs checking, then choose evidence that could change the expansion decision.
Example
expansion hypothesis
Does the offer fit a different buying context?
- Current scope
- Dispatch handoff software for internal operations teams.
- Proposed change
- Investigate coordination across logistics partners.
- Assumption
- The same handoff method matters to a different buyer.
- First decision
- What evidence would justify a focused conversation?
Example
Keep three kinds of knowledge apart.
Jalli's business-context workflow gives source facts and assumptions distinct roles in the plan. A plausible story still needs evidence.
Assumed
The new buyer experiences a related coordination problem.
To check
Buyer ownership, terminology, alternatives, and requirements.
scope worksheet
Change the context deliberately.
- Keep
- The current handoff method and stated delivery limits.
- Change
- Internal operations to partner-boundary coordination.
- Question
- Who owns the next decision across the boundary?
Example
State the change
Choose one uncertainty to investigate first.
Specify whether the change concerns geography, company type, buying role, or use case. Keep the first question narrow enough to see what the evidence actually challenges.
Explore Growth strategybuyer research agenda
Find the role before writing the pitch.
- Look for
- Descriptions of partner coordination responsibilities.
- Record
- Terminology and the source supporting it.
- Do not infer
- A budget, urgent problem, or buying mandate.
- Open check
- Whether the role owns this decision.
Example
Research the buyer
Learn how the new context describes the work.
Look for appropriate sources about roles, responsibilities, and alternatives. Preserve the source wording without treating a public description as proof of private need or purchase intent.
Explore Lead Discoverypositioning comparison
A different boundary changes the question.
- Original question
- How are exceptions passed between dispatch shifts?
- New question
- Who owns the next check when an exception crosses partners?
- Changed context
- Ownership spans separate organizations.
- Still unknown
- Whether this question matters to the proposed buyer.
Example
Adapt the proposition
Change the question before translating the pitch.
The same capability may matter for a different reason. Adapt the buyer question and explanation to the new setting, then check language, delivery boundaries, and channel suitability.
Explore Brand DNAcontinuation criteria
The next decision needs a reason.
- Support
- Relevant sources identify the role and recognize the question.
- Research
- The role is plausible but the need remains unclear.
- Stop
- Delivery does not fit or the buyer rejects the premise.
- Review owner
- The person accountable for the market hypothesis.
Example
Set the review
Decide what would change your mind.
Name observations that support more research and conditions that call for a stop. A useful expansion plan makes contradictory evidence visible instead of answering uncertainty with more volume.
Discuss your expansion scopeDifferent evidence should change the next move.
Compare three decision scenarios for the same expansion hypothesis.
A relevant observation supports a bounded next question.
The scenario supplies a recognizable role and a matching coordination question. Continue with a limited, reviewed conversation plan while preserving the remaining unknowns.
review · Continue
Keep the next scope small.
- Observation
- A source describes responsibility for partner handoffs.
- Interpretation
- The buyer-role hypothesis has a relevant basis.
- Unknown
- Priority, current approach, and delivery fit.
- Decision
- Review a focused conversation plan.
Example
Example
Questions about the next step
What should an expansion test change first?
Choose a defined change in segment, geography, role, or use case. Several simultaneous changes make it harder to understand what the observations support.
Does international-ready mean a particular market is supported?
No. Language quality, delivery scope, channel support, and market-specific requirements still need to be checked for your workflow.
What should make us stop?
A buyer who does not recognize the premise, a delivery mismatch, or unresolved access requirements may invalidate the next step. State those criteria before committing to a broader campaign.
Make the unknowns part of the plan.
Bring the new buying context into the brief before scaling the work.