← Every exhibit
Two roles, two value events
Keep the authorization event and the use event separate. Add a disconfirming signal so each role can challenge the seller's story.
| Role or perspective | Decision or value event | Evidence to collect | Disconfirming signal |
|---|---|---|---|
| Buyer or economic sponsor | Authorize, delay, or reject the exchange | Decision criteria, risk, relationship, adaptability, and cost evidence | The stated value does not survive the buyer's approval constraints. |
| User or operator | Experience whether the exchange works in practice | Workflow change, value-in-use, exceptions, effort, and realized result | The promised change is not visible in the user's work. |
| Seller | Translate the proposition between roles | Which claim is for authorization and which is for use | One claim is repeated to both roles without role-specific evidence. |
| Organization | Carry the result across the journey | State changes, handoffs, returns, and outcome definition | The record jumps from signature to success without an intermediate test. |
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Reference & Evidence
Source: Author's framework grounded in Friend, Curasi, Boles, and Bellenger (2014), Kleinaltenkamp, Prohl-Schwenke, and Keränen (2022), Marvasti et al. (2021), and Biemans, Malshe, and Johnson (2022). The table is a design aid, not a validated buying-center taxonomy.