As you debate and settle each section, your team proceeds down this hierarchy of context, from customer to need to solution to value. But be aware that every step down this hierarchy creates an opening for mistranslation and loss of fidelity. For example, you might accidentally ascribe a need incorrectly to the customer or select an inappropriate solution in the face of an ambiguous or nonexistent need. Therefore, it is critical to deploy your resources up front, deliberately, expensively, and proactively to minimize the risk of getting this wrong. The job of your team and commitment phase is
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