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Part II - Map · Chapter 05

Choosing priority topics

Easy wins on topics nobody buys from are not wins.

1 min read

In this piece
  1. Score each topic on four things
  2. Watch for misrepresentation
  3. Limit the list

You cannot win every topic. Choosing well is the biggest lever you have.

Score each topic on four things

  1. Commercial value. How close is the question to a purchase, and what is a customer worth?
  2. Right to win. Do you have real expertise, data or experience others lack?
  3. Current gap. Are you absent, mentioned weakly, or misrepresented?
  4. Effort. How much content, technical work and outreach would it take?

Score each from one to five. Favour high value and right to win over low effort. Easy wins on topics nobody buys from are not wins.

Watch for misrepresentation

If an assistant states wrong prices, old features or a competitor's claim as fact about you, that topic jumps the queue. Fixing inaccurate answers often matters more than gaining new ones.

Limit the list

Three to five priority topics per quarter is plenty for most teams. Write down why each was chosen, so you can judge later whether the choice was right.

Key takeaways

  • Score value, right to win, gap and effort.
  • Misrepresentation jumps the queue.
  • Limit yourself to a few topics per quarter.