# Lead magnet selection matrix: blank

Use this file to choose one asset mechanism for one buyer job. Keep `Unknown` visible when the owner has not supplied an answer. Do not treat a blank as zero or permission.

## 1. Buyer job

| Field | Your answer | State (`supplied`, `derived`, `unknown`) |
| --- | --- | --- |
| Buyer problem | [What is getting in the buyer's way?] | unknown |
| Buyer decision | [What decision must the buyer make?] | unknown |
| Completion state | [What will exist or be decided when the asset works?] | unknown |
| Available source material | [List actual documents, data, expertise or public sources.] | unknown |
| Delivery constraints | [Time, format, accessibility, tooling or review limits.] | unknown |
| Update burden | [What can change, and how often?] | unknown |
| Maintenance owner | [Named person or role.] | unknown |

If the buyer decision or completion state is Unknown, stop before selection. Ask the owner to define them. If source material is Unknown, preserve possible mechanisms and list the source question; do not invent inputs.

## 2. Candidate mechanisms

Score each test `yes`, `no` or `unknown`. A mechanism stays viable only when **Completes buyer job** and **Inputs exist** are `yes` and **Owner can maintain it** is not `no`.

| Mechanism | Completes buyer job? | Inputs exist? | Output can be inspected? | Proof boundary is clear? | Owner can maintain it? | Candidate state | Rejection or hold reason |
| --- | --- | --- | --- | --- | --- | --- | --- |
| Structured decision worksheet | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [viable/reject/hold] | [reason] |
| Visual model | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [viable/reject/hold] | [reason] |
| Calculator | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [viable/reject/hold] | [reason] |
| Reference guide | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [viable/reject/hold] | [reason] |
| Research report | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [viable/reject/hold] | [reason] |
| Technical framework | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [yes/no/unknown] | [viable/reject/hold] | [reason] |

## 3. Selection

- **Selected mechanism:** [one mechanism or `null`]
- **Mechanism reason:** [Why this mechanism completes this buyer job with the supplied inputs.]
- **Minimum complete version:** [The smallest version that reaches the completion state.]
- **Rejected alternatives:** [Mechanism → concrete reason.]
- **Unresolved candidates:** [Keep every viable candidate when selected mechanism is `null`.]
- **External questions:** [Source, permission, formula, owner or delivery questions that need an outside answer.]
- **First action:** [One action, one owner and a completion condition.]

## 4. Proof and maintenance

| Item | Source or owner | State | Allowed use | Missing-input action |
| --- | --- | --- | --- | --- |
| [Fact, claim, model or example] | [URL, file, person or role] | [supported/hypothesis/excluded/unknown] | [Exact use] | [Question or hold] |

## 5. Readiness

- **Draft decision:** [ready/hold]
- **Draft hold reasons:** [Specific missing facts.]
- **Draft next action:** [Owner + action + done condition.]
- **Launch decision:** [ready/hold/not_assessed]
- **Launch hold reasons:** [Final URL, permission, delivery, approval or evidence gaps.]
- **Launch next action:** [Owner + verification + done condition.]

Draft and Launch are separate judgments. A provisional draft may proceed with an Unknown final URL. Missing buyer facts, claim support or source permission can hold the draft. Launch always requires the final asset and delivery path to be verified.