1. What is the benefit of constructing a ‘current reality tree’?
2. Why is it necessary to insert additional elements into the tree?
3. Why would focusing on ‘selling effectiveness’ lead to a better understanding of the market?
4. Evaluate the ‘future reality tree’ – does it resolve the UDEs listed at the start of the exercise?

A board meeting was held at the Mighty Sealing Company. There was growing concern about the competitive environment in which the company was operating. Board members were asked to state what they felt the major problems were. They highlighted eight issues.