Context Checklist

You do not always have to gather all the information below to be fully prepared. Use the checklist as more of a general guide than a list of have to steps to go through.

WHO

Get to know your counterpart by discovering how they navigate their world.


VALUE

How much money and resources does your counterpart have access to? How much are they willing to invest?

Find information about their annual revenue
(Look at publicly available sources)


Find information about their average deal value
(Look at publicly available sources and talk to your network to find ballpark figures)


Find the cost of tools and services they use
(Figure out if they tend to go for the higher or the lower end of the price spectrum)


You will best find the passions of your counterpart by listening actively.

VALUES

How much money and resources does your counterpart have access to? How much are they willing to invest?

Find the values they express as part of their mission
(Look to the copy on their website, on their social media, and in their marketing)


Find the values they express through their actions
(How do they treat their customers, partners, employees, and so on)


Find conflicts they have engaged in and what values those reflect
(Conflicts make us express our values under pressure. Find friction points that have happened in public.)


You will best find the passions of your counterpart by listening actively.

ALLIANCES

How much money and resources does your counterpart have access to? How much are they willing to invest?

Who have they partnered with officially?
(Figure out who they have collaborations and partnerships with, this might impact their choices)


Who do they support?
(This can be through money, visibility, defense, and more)


Who supports them?
(Same as above, support can take many shapes, start with whom they associate themselves with in public)


You will best find the passions of your counterpart by listening actively.

WHAT

Get to know your counterpart by discovering how they navigate their world.


PROPOSITION

How much money and resources does your counterpart have access to? How much are they willing to invest?

Find information about their annual revenue
(Look at publicly available sources)


Find information about their average deal value
(Look at publicly available sources and talk to your network to find ballpark figures)


Find the cost of tools and services they use
(Figure out if they tend to go for the higher or the lower end of the price spectrum)


You will best find the passions of your counterpart by listening actively.

HISTORY

How much money and resources does your counterpart have access to? How much are they willing to invest?

Find the values they express as part of their mission
(Look to the copy on their website, on their social media, and in their marketing)


Find the values they express through their actions
(How do they treat their customers, partners, employees, and so on)


Find conflicts they have engaged in and what values those reflect
(Conflicts make us express our values under pressure. Find friction points that have happened in public.)


You will best find the passions of your counterpart by listening actively.

BOUNDARIES

How much money and resources does your counterpart have access to? How much are they willing to invest?

Who have they partnered with officially?
(Figure out who they have collaborations and partnerships with, this might impact their choices)


Who do they support?
(This can be through money, visibility, defense, and more)


Who supports them?
(Same as above, support can take many shapes, start with whom they associate themselves with in public)


You will best find the passions of your counterpart by listening actively.

WHY

Get to know your counterpart by discovering how they navigate their world.


GOALS

How much money and resources does your counterpart have access to? How much are they willing to invest?

Find information about their annual revenue
(Look at publicly available sources)


Find information about their average deal value
(Look at publicly available sources and talk to your network to find ballpark figures)


Find the cost of tools and services they use
(Figure out if they tend to go for the higher or the lower end of the price spectrum)


You will best find the passions of your counterpart by listening actively.

STRATEGY

How much money and resources does your counterpart have access to? How much are they willing to invest?

Find the values they express as part of their mission
(Look to the copy on their website, on their social media, and in their marketing)


Find the values they express through their actions
(How do they treat their customers, partners, employees, and so on)


Find conflicts they have engaged in and what values those reflect
(Conflicts make us express our values under pressure. Find friction points that have happened in public.)


You will best find the passions of your counterpart by listening actively.

WHEN

Get to know your counterpart by discovering how they navigate their world.


TIMELINE

How much money and resources does your counterpart have access to? How much are they willing to invest?

Find information about their annual revenue
(Look at publicly available sources)


Find information about their average deal value
(Look at publicly available sources and talk to your network to find ballpark figures)


Find the cost of tools and services they use
(Figure out if they tend to go for the higher or the lower end of the price spectrum)


You will best find the passions of your counterpart by listening actively.

MILESTONES

How much money and resources does your counterpart have access to? How much are they willing to invest?

Find the values they express as part of their mission
(Look to the copy on their website, on their social media, and in their marketing)


Find the values they express through their actions
(How do they treat their customers, partners, employees, and so on)


Find conflicts they have engaged in and what values those reflect
(Conflicts make us express our values under pressure. Find friction points that have happened in public.)


You will best find the passions of your counterpart by listening actively.