targeting-reason-can-be-contextlisted

# The reason to write can be context. Zero events is a valid answer. A reason to write comes in two kinds. An **event** has a date: a hire, a round, headcount growth, a new person in the role, an expansion. **Context** is the state of things: what the company does, how big it is, where it sits. Use an event only when that event is the actual cause of this purchase. For small teams, solo professionals and owner-run businesses events rarely exist, and "no event" is the honest result, not a gap to fill with a default. ## Why In one of our own test batches a founder of a small personal finance product received five suggested leads. Every one of them had a reason about their employer ("headcount grew 14%"), and all five came from a single segment even though five segments were live. He asked what made us decide to write to these people. The events were real, but they had nothing to do with the purchase, and the buyers in his market were owners of micro-businesses writing about their own work. ## How to apply 1. For each segment, ask: does an event trigger this purchase? Hiring sales people triggers outbound spend. A 14% headcount change at a large employer does not trigger a solo professional's purchase. 2. If yes, use the event with its source. 3. If no, use context: what the person or company does, size, location, their own recent post. Context is still a fact with a source (provider record, site URL, date checked). 4. No fields to build context from means no reason. Drop the