# Kill / double-down decision
Decide deliberately after a bounded number of conversations and proposals.
## Signals to DOUBLE DOWN
- A decision-maker attached a number (hours or €) to the pain.
- At least one org paid for a pilot or started a credible procurement step.
- The next customer can reuse >= 60% of the same workflow.
- You do not dread the sales motion.
## Signals to KILL or PIVOT
- Interest but no money after ~15-25 conversations and 6 proposals.
- Every customer needs a different workflow (no repeatability).
- Existing software already solves it well enough.
- Support burden would destroy the margin.
## Decision
- Idea:
- Conversations held / proposals made:
- Strongest evidence for:
- Strongest evidence against:
- Decision (double-down / pivot one variable / kill):
- If pivot: the single variable I will change (vertical / module / buyer / price / channel):