EXAMPLE DECISION RECORD
See how one company decision stays connected from evidence to outcome.
This is an illustrative example — not the results of an actual Morrow customer. It shows the objective, constraint, experiment, result, founder decision, and next priority preserved inside one completed cycle.
Illustrative example
Completed decision cycle.
- Objective
- Close five repeatable paid customers.
- Evidence
- 18 qualified meetings, 7 pilots, 1 paid conversion, repeated pricing objections.
- Primary constraint
- Offer structure is limiting paid conversion.
- Experiment
- Test a lower base fee plus success pricing with 10 qualified accounts.
- Success threshold
- At least 2 paid pilots.
- Result
- 1 paid pilot, 2 pricing objections, 7 no-decisions.
- Recommendation
- Continue with the segment. Modify the commercial model before adding features.
- Founder decision
- Use the next cycle to test base fee plus outcome share.
- Next priority
- Run the revised pricing experiment.