Attribute · People
Entity
An organisation, company, unit or group the framework is pointed at.
The type
What it is
The Omnigoal describes one business at a time. Entity is what says which one, and it is the attribute that lets two units hold different purposes without contradicting each other.
Without it, a statement is assumed to cover everything — which is rarely what was meant and almost never checked.
How it is recorded
The name of the unit as it is known internally, with its parent where that is not obvious.
Examples
- Nordic operations
- The parent company
- A named subsidiary
The usual mistake
Leaving it blank because there is only one entity today. The field costs nothing now and prevents a rewrite later.
Shared across the framework
Where this type is used
98 places in the framework carry this type. Each names it locally; the definition stays here.
Goal Core3 places
- EntityPurpose · Reason for being · The purpose statement · ScopeMakes it possible for two units to hold different purposes without contradiction.
- Applies toLong term goals · Long-range ambition · The ambition statement · The destinationWhich part of the organisation the ambition covers.
- Applies toStrategic goals · Diagnosis · The diagnosis statement · The scopeThe part of the organisation the constraint affects.
Business Core25 places
- Customer segmentValue Proposition · Customer jobs and pains · The job statement · The jobThe same job is done differently by different segments; unattached, the statement averages them.
- AlternativeValue Proposition · Differentiation · The alternative set · The alternativesThe rival, substitute, internal option or inaction — named specifically.
- Applies to segmentValue Proposition · Differentiation · The difference statement · The statementDifferences are frequently segment-specific; unqualified, they overreach.
- SegmentValue Proposition · Differentiation · The deliberate weaknesses · The excluded customersWho this is not for, named specifically enough to be recognised in a pipeline.
- Who could challengeValue Proposition · Proof · The gaps · The exposureCustomer, regulator or competitor — each challenges differently.
- SegmentMonetisation · Pricing · The value basis · The value estimateValue differs by segment, sometimes by an order of magnitude.
- Depends onMonetisation · Revenue quality · The concentration measure · The other concentrationsThe specific channel, sector or partner, named.
- Compared withCore Competencies · Identification · The evidence file · The comparisonWhich competitor or benchmark, named.
- Owning entityBusiness Assets · Asset register · The register · The ownershipWhich legal entity holds it, which matters in groups and at sale.
- ContractorBusiness Assets · Intellectual property · The ownership evidence · The contractor positionWho contributed.
- LicensorBusiness Assets · Intellectual property · The licence obligations · The inbound licencesWho granted it.
- Depending partyOperational Systems · Tooling · The retirement plan · The dependenciesWho or what would break, including external parties.
- RefereePartners · Partner selection · The due diligence record · The referencesWho was spoken to.
- Provided byPartners · The agreement · The obligations · The deliverablesWhich side, since obligations run both ways.
- Applies toPartners · The agreement · The exit terms · The noticeWhich side holds the right, since these are often asymmetric.
- Retained byPartners · The agreement · The exit terms · The retained rightsWhich side keeps it.
- ForPartners · Governance · The relationship owners · The ownersWhich side they represent.
- SidePartners · Governance · The escalation path · The levelsWhich organisation they belong to.
- AlternativePartners · Value review · The decision · The optionsWho else could do this, which is what makes renegotiation credible.
- StakeholderStakeholders · Identification · The stakeholder list · The partiesThe specific party, named rather than categorised.
- SupplierSupply Chain · Sourcing · The supplier list · The suppliersWho they are.
- SupplierSupply Chain · Sourcing · The concentration position · The single sourcesWho provides it.
- Upstream partySupply Chain · Resilience · The dependency map · The tiersWho sits behind the direct supplier.
- AlternativeSupply Chain · Resilience · The tested response · The alternativesWho or what would be used instead.
- Must notifyCompliance · Incident response · The response plan · The notificationsWho must be told.
Brand Core35 places
- Made toBrand promise · The promise · The commitment · The recipientWhich audience the promise is written for.
- SegmentBrand promise · The promise · The boundary · The not-forWho this is not for, named specifically enough to be recognised in a pipeline.
- SegmentBrand promise · Keeping it · The trust reading · The beliefWhich audience, since customers and non-customers differ sharply.
- Partner typeBrand Identity · Visual system · The application rules · The co-brandingWhich kind of partner the rule applies to.
- SegmentBrand Positioning · Frame of reference · The category · The customer categoryWhich audience uses this definition, since they differ.
- AlternativeBrand Positioning · Frame of reference · The comparison set · The alternativesThe option considered instead.
- Lost toBrand Positioning · Frame of reference · The comparison set · The loss analysisWhich alternative won.
- Also namedBrand Positioning · Frame of reference · The entry points · The linkageWhich competitors are retrieved for the same situation.
- For segmentBrand Positioning · Points of difference · The differences · The claimWho it is a difference for, since it rarely applies to everyone.
- Segment lostBrand Positioning · Points of difference · The accepted trade-off · The costWho is not served as a result.
- Who isBrand Value · Awareness · The situations · The absentWhich brand owns that situation, if any.
- CompetitorBrand Value · Awareness · The comparison · The competitor setWhich brand is measured alongside.
- For segmentBrand Value · Associations · The scoring · The favourabilityWhich audience the reading applies to.
- Also associatedBrand Value · Associations · The scoring · The uniquenessWhich competitors share it.
- SegmentBrand Value · Loyalty · The behaviour · The retentionWhich group, since retention concentrates.
- Also buying fromBrand Value · Loyalty · The behaviour · The share of spendWhich competitors hold the remainder.
- AgainstBrand Value · Loyalty · The attitude · The preferenceWhich alternatives the comparison was made with.
- Applies toBrand Value · Loyalty · The lock-in · The sourcesWhich customers or segments it applies to.
- Compared withBrand Value · Valuation · The price premium · The comparison basisWhat the premium is measured against.
- Applies toBrand Value · Valuation · The valuation · The figureWhich brand and which legal entity.
- AudienceBrand Value · Valuation · The valuation · The purposeWho will scrutinise it.
- PopulationBrand Perception · Measuring perception · The instrument · The sampleWhich audiences are sampled.
- AudienceBrand Perception · Measuring perception · The reading · The resultsWhich group the reading is for.
- Missing groupBrand Perception · Measuring perception · The limits · The not reachedWho is not represented.
- SegmentBrand Perception · The identity–image gap · The diagnosis · The credibility checkWhich group holds the disbelief.
- SegmentBrand Perception · The identity–image gap · The priority gaps · The consequenceWhich group holds it.
- AudienceBrand Perception · Segment differences · The segments · The audiencesWhich group.
- BetweenBrand Perception · Segment differences · The differences · The divergencesWhich two segments are being compared.
- SegmentBrand Perception · Shifting perception · The target perception · The current beliefWhich audience holds it.
- ReachesBrand Perception · Shifting perception · The disconfirming evidence · The exposureWhich segment, which must be the one holding the belief.
- For whomBrand Narrative · The story · The tension · The stakeWho would have borne it.
- WhoBrand Narrative · The story · The retelling test · The testInternal or external, since external is the harder test.
- AudienceBrand Narrative · Message architecture · The audience variants · The variantsWhich group this variant is for.
- Between audiencesBrand Narrative · Message architecture · The audience variants · The contradiction checkWhich two variants conflict.
- CarrierBrand Narrative · The tellers · The external tellers · The carriersWho tells it.
Vision Core8 places
- Applies toVision Statement · The statement · The future state · The scopeThe market, segment or geography the vision covers.
- For whomVision Statement · The statement · The vivid description · The changesWhich group the change affects.
- Proposed byVision Statement · What it rules out · The decisions settled · The declinedWho brought it, since repeat proposals indicate an unresolved disagreement.
- AudienceMission Statement · The statement · The audience · The groupWho is served, specifically.
- Largest groupMission Statement · The statement · The audience · The actual customersWhere the revenue actually comes from.
- Not forMission Statement · The statement · The audience · The not-forWhich groups are outside the mission.
- GroupMission Statement · Scope · The definition · The customer groupWhich customers are in scope.
- AudienceMission Statement · Keeping it current · The explanation · The audiencesWho is told.
Market Core16 places
- SegmentMarket Opportunities · Sizing · The build-up · The priceWhich segment the price applies to, since averaging across them misleads.
- ComparatorMarket Opportunities · Sizing · The sanity check · The comparatorWhat the figure is checked against.
- Who triedMarket Opportunities · Opportunity assessment · The why-unserved · The attemptsWhich organisation attempted it.
- CompetitorCompetitors · The competitor set · The set · The entriesThe option competing for the demand.
- Lost toCompetitors · The competitor set · The share of losses · The outcomeWhich option won, where one did.
- EntryCompetitors · The competitor set · The review · The changesWhat was added or removed.
- Adjacent categoryCompetitors · The competitor set · The review · The outside watchWhere a substitute could plausibly come from.
- For segmentCompetitors · Capability comparison · The dimensions · The deciding fewWhich buyers weigh it most, since this varies.
- CompetitorCompetitors · Capability comparison · The comparison · The positionWhich rival.
- CompetitorCompetitors · Capability comparison · The comparison · The exposuresWho leads.
- CompetitorCompetitors · Monitoring · The watch list · The itemsWhose behaviour, where it is specific to one.
- Competitors presentTarget Audience · Where they are · The places · The uncontestedWho else is there, if anyone.
- SupplierContent Type · The formats · The producers · The externalWho produces it externally.
- For segmentContent Calendar · Seasonal moments · The audience calendar · The fixed pointsWhich audience it applies to.
- Who else is presentContent Calendar · Seasonal moments · The lead times · The competitionWhich competitors act at this point.
- PartnerSales Channels · Enablement · The comprehension check · The descriptionWho was asked.
Data Core1 place
- ProviderData Governance · Ownership · The custodian · The roleWhere the system is third-party.
Omni Core4 places
- Missing groupCustomer Feedback · Gathering it · The coverage · The missingWho is under-represented.
- SegmentCustomer Feedback · Closing the loop · The response rate · The rateWhich group, where it is broken down.
- SegmentUI and UX Optimization · Understanding use · The analytics · The segmentsWhich group.
- SegmentLoyalty Programs · Behaviour change · The verdict · The segmentsWhich group.
Time Core6 places
- FromProject management · Sequence · The external items · The itemsWho provides it.
- Who else sees itMarket Timing · The window · The opening · The visibilityWhich competitors are likely aware.
- IncumbentMarket Timing · Early and late · The late cost · The incumbentWho holds the market.
- Comparable marketMarket Timing · Early and late · The advantage test · The precedentWhich category was examined.
- Applies toYear Wheel · The cycle · The demand cycle · The driversWhich part of the business.
- Applies toYear Wheel · Fixed points · The freeze periods · The scopeWhich parts of the organisation.
Every attribute type in the framework is listed in the attribute library.