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Start with why you are certifying
Certification driven purely by a sales requirement tends to produce a management system nobody uses. Certification driven by a genuine desire to manage risk tends to produce both — the certificate and the improvement.
Scope deliberately
Scope is the single most consequential decision in an ISO 27001 programme. Too broad and the effort balloons; too narrow and customers will not accept it.
Define scope around the services your customers actually care about, and be able to explain the boundary clearly.
Make the ISMS operational
Risk assessments that are refreshed annually and never referenced in between are a warning sign. The management system should be visible in how decisions are made week to week.