damage report step, 236–237
Deal step (of Implement Agreement phase), 216, 221–222
decision dates, 119
decision makers
advocates as, 113–114
final, 114–115
gatekeepers as, 112–113
multiple, 175–176, 178–179
decision makers filter, 112–118
decision making, 6, 14–17, 39–42
defining value, 45–65
with analogies, 61–62
of benefits, 48–57
of features, 45–48
of options, 59–60
on Product Profile sheet, 62–64
by rating values of features, 60–61
of unique strengths, 57–59
dialoguing, 141–142
diluting features, 46, 63
direct savings, 54
downplay step, 238–239
Drucker, Peter, on theory, 5