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Here's a constraint you feel but probably haven't named.

Your output keeps going up. Your impact doesn't. You're building more battlecards, more one-pagers, more decks than you did a year ago — and the needle on the numbers that matter hasn't moved with the volume.

That's not a productivity problem. It's a discernment problem. You're great at building. You've never been given a clean way to decide what's worth building.

Most requests arrive as solutions, not problems. "Can you make a one-pager for this feature." "We need a deck for that vertical." Someone already decided the answer is an asset before anyone checked what the actual problem was.

And you build it, because building is what you're good at and saying yes feels like service. But every asset you make has a cost you never see on the invoice — the time it took, plus the maintenance forever, plus the clutter it adds to a library reps are already ignoring. I made that case in 65% of Your Enablement Content Is Dead Weight. Most of what we build doesn't fail loudly. It just quietly never gets used.

Before you build anything, ask this:

"What behavior do we expect to change, and how will we know it changed?"

That's it. That single question kills more low-value asset requests than any prioritization framework, because most requests can't survive it.

If the answer is fuzzy — "reps will be more informed," "it'll help with positioning" — you don't have a content need. You have a vague wish dressed up as a deliverable. Send it back. Not rudely. Just: "Help me understand what changes when a rep has this. What do they do differently?"

When the answer is sharp — "reps will stop losing to this competitor on price because they'll have the value framing to redirect the conversation, and we'll see it in win rate on contested deals" — now you're building something real. Now you know what done looks like and how to prove it worked.

This is just problem diagnosis in disguise. The best strategy work doesn't start with a solution. It starts with naming the right problem, which I dug into in Good Strategy Starts With Identifying the Right Problem.

The question isn't a filter you run once and forget. It's a posture.

Every request, every time. What behavior changes, and how will we know? Ask it long enough and something shifts — requesters start showing up with the answer already in hand, because they know you'll ask. You've trained the org to think in outcomes before they think in assets. That's influence you didn't have to fight for.

The goal was never to build less for its own sake. It's to make sure every build earns its place by pointing at a behavior you can actually see move.

Stop asking what to build. Start asking what should change.

What's a request you'd push back on this week if you asked what behavior it's supposed to change?

Hit reply and tell me. I read every one.

Until next time my friends…

❤️, Enablement

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