One key off shoot of continuous market monitoring is the building of a Decisioning Superstructure.

In agile product development, functionality is built into the target product or service using customer stories. Customer stories are scenarios of operations that the customer will seek to perform using the product or service. Stories are collected and ranked before being assigned to a sprint. A sprint is the development and delivery of a set of stories that can be accomplished in short time period (usually two to four weeks).

At the end of a sprint, the product or service can be delivered to the customer for review and comment. During these review sessions, the reaction of the customer along with the dialog and change options can be recorded and decisions justified and explained.

Collecting the decisions that come out of the sprint reviews with the customer an Operational Decision Superstructure (ODS) for the product or service can be built. The ODS becomes a collection of explanations for why the product or service was built the way it was. All trade off decisions become recorded history in the ODS.

The ODS becomes the source for creating product FAQ’s (frequently asked questions and answers), for creating sales training material, for creating competitive knockdowns, and for building marketing materials. The ODS becomes an invaluable marketing tool.