Heritage Tools · Working worksheet · GP02

The Buyer Choice Map

By Reetika Gupta and Varun Mahajan

What makes your offer easier to choose?

Use one recent example. Record evidence, leave unknowns blank and choose a small next action. Keep names and private records in your own systems.

1. Recent buying decision
2. What triggered the search
3. Alternatives actually considered
4. Difference the buyer cared about
5. Evidence that supported the choice
6. Scope the buyer understood
7. What they misunderstood
8. One wording or offer change to test
9. Buyer explanation after the change

These fields stay in this browser tab. Nothing is submitted or saved by this page; print before closing if you want to keep your notes. This is a self-guided worksheet with no signup or engagement required.

A clearer message cannot fix an offer buyers do not need or a promise the team cannot deliver. If recent decisions show poor fit or a delivery failure, changing the headline is the wrong first move. Revisit the offer or delivery before spending on a rollout.

Next written worksheet: GP03