Context and scope
What you are certifying, and why
Who your interested parties are, what they require of you, and where the boundary of the management system sits. The scope statement ends up printed on your certificate, so it has to be both defensible and specific enough to answer the customer who asked for it in the first place.
This is the single most consequential decision in the project. Too wide and you are securing things nobody asked about. Too narrow and the certificate does not cover the service your customer cares about, which makes it expensive wallpaper.