Attribute · Wording
Reason
The recorded justification for a decision, written at the time it was made.
The type
What it is
A reason is the single most perishable attribute in the framework. It is obvious while the decision is being taken and irrecoverable six months later, which is why it has to be captured at the moment rather than reconstructed.
Its value shows up when circumstances change. Without the reason, nobody can tell whether a decision is still right or merely still in place.
How it is recorded
One or two sentences, recorded at the point of decision and never edited afterwards.
Examples
- Why an option was excluded
- Why a purpose was revised
- Why a default was overridden
The usual mistake
Writing it later. A reconstructed reason is a rationalisation, and it reads like one.
Shared across the framework
Where this type is used
210 places in the framework carry this type. Each names it locally; the definition stays here.
Goal Core27 places
- Reason for changePurpose · Reason for being · The purpose statement · Version recordDistinguishes a purpose that grew from one that was quietly weakened.
- Why droppedPurpose · Reason for being · The laddering record · Discarded linesPrevents the same line being proposed again as though it were new.
- ReasoningPurpose · Stakeholder rationale · The conflict register · The standing resolutionThe argument for that ordering, recorded when it was agreed.
- JustificationPurpose · Stakeholder rationale · The conflict register · DeparturesWhy the default was set aside on that occasion.
- RationalePurpose · Alignment · The cascade record · The linksWhy the lower item is held to serve the higher one.
- How it was missedPurpose · Alignment · The alignment review · What it missedWhy the gate did not catch it.
- RationalePurpose · Integrity · The gap log · The decisionWhy that status was chosen.
- Why cutShort term goals · Quarterly objectives · The objective set · What was cutCapacity, dependency, or lower contribution.
- ExplanationShort term goals · Quarterly objectives · The review record · The reasoningWhat accounts for the result, written at the review.
- Latest reasonShort term goals · Milestones · The milestone schedule · SlippageWhy it moved most recently.
- JustificationShort term goals · Milestones · Completion criteria · ExceptionsWhy it was waived at this checkpoint.
- ReasoningShort term goals · Milestones · The go / no-go record · The basisWhy continuing or stopping was the right call.
- Deciding factorShort term goals · Quick wins · Selection criteria · The resultsWhich test settled it.
- What changed itLong term goals · Long-range ambition · The confidence note · The trackWhy it moved since the last assessment.
- What moved itLong term goals · Growth horizons · The horizon map · The driftWhy the balance changed.
- ReasonLong term goals · Growth horizons · The allocation · The reallocationsWhy it was moved.
- WhyTactical goals · Cascade and catchball · The agreed commitment · What movedWhat information caused the change.
- ReasonTactical goals · Ownership · The ownership record · The handoverWhy it moved.
- For whatTactical goals · Resourcing · The capacity check · The headroomWhat the headroom is expected to absorb.
- Why this oneTactical goals · Resourcing · The funding decision · The trade-offWhat made this the better use of the resource.
- Why nowStrategic goals · Diagnosis · The diagnosis statement · The timingWhat changed to make this the moment.
- Why rejectedStrategic goals · Diagnosis · Rejected diagnoses · The alternativesWhat made it the weaker reading at the time.
- BasisStrategic goals · Strategic themes · Orphaned goals · The classificationWhy that reading was chosen.
- ArgumentStrategic goals · Trade-offs · The reasoning record · The argumentWhy the exclusion was the right call.
- BasisStrategic goals · Trade-offs · Reopening conditions · The outcomesWhich condition was met, or why it was lifted without one.
- Latest reasonStrategic goals · Horizon and measures · The horizon · The movementWhy it moved most recently.
- ReasonPurpose · Core values · The value set · The exclusionWhy the exclusion is worth carrying.
Business Core41 places
- Why requiredHR · Recruitment and selection · The role definition · The requirementsForcing a reason removes about a third of the list on first pass.
- BasisHR · Recruitment and selection · The decision record · The decisionEspecially where the decision diverged from the scores, which is exactly when it is forgotten.
- If not reachedHR · Development · The capability check · The assessmentWhether the plan, the support or the objective was wrong — usually one of the first two.
- Not doingHR · Retention and engagement · The engagement read · The responseNaming what will not change is what makes the rest believable.
- Reason to stayValue Proposition · Differentiation · The alternative set · The do-nothing caseThe honest case for inaction, which is what most propositions are actually arguing against.
- ReasonValue Proposition · Differentiation · The deliberate weaknesses · The trade-offWhy the exchange is the right one for this position.
- ReasonValue Proposition · Differentiation · The deliberate weaknesses · The excluded customersWhy they are better served elsewhere, which makes the disqualification usable in a conversation.
- What sets itMonetisation · Pricing · The value basis · The ceilingBudget authority, comparison or justification — sometimes an addressable constraint.
- ReasonMonetisation · Margin structure · The cost to serve model · The allocation basisWhy this basis, which is what makes the model defensible.
- ReasonMonetisation · Revenue quality · The revenue split · The trendWhat is driving the shift, which is what makes it actionable.
- ReasonCore Competencies · Identification · The evidence file · The counter-evidenceWhy, which frequently reveals the real boundary of the competence.
- ReasonCore Competencies · Testing for advantage · The test results · The questionsThe reasoning, which is what makes the answer reviewable later.
- ReasonCore Competencies · Testing for advantage · The clock · The estimateThe reasoning behind it, which is what makes it revisable.
- ReasonBusiness Assets · Asset register · The review record · The discrepanciesWhich process failure produced it — the actionable part.
- BasisBusiness Assets · Utilisation · The utilisation measure · The denominatorWhy this capacity figure, which is what makes the reading defensible.
- ReasonBusiness Assets · Utilisation · The target set · The targetWhy this level, particularly where it is high.
- BasisBusiness Assets · Lifecycle · The replacement schedule · The expected lifeWhy this life, which is what makes it revisable when usage changes.
- ReasonOperational Systems · Process design · The current-state map · The workaroundsWhy the documented step does not work, which is the finding.
- BasisOperational Systems · Standards and quality · The standard · The toleranceWhy this tolerance — usually what the next step or the customer requires.
- Why notOperational Systems · Continuous improvement · The improvement log · The not takenThe reason it was declined, returned to whoever proposed it.
- If not followedOperational Systems · Continuous improvement · The updated standard · The adherence checkWhy, which usually means the standard needs revising rather than enforcing.
- Why rejectedPartners · Partner selection · The partnership case · The alternativesWhich is what makes the partnership decision reviewable later.
- ReasonPartners · Partner selection · The selection criteria · The disqualifiersWhy it is absolute rather than weighted.
- ReasonStakeholders · Identification · The stakeholder list · The additionsWhat change created or removed the relationship.
- ReasonStakeholders · Expectations · The expectation record · The response positionWhy, where the answer is no or partial.
- ReasonStakeholders · Expectations · The conflict register · The handlingWhy this approach, which is what makes it defensible.
- ReasonStakeholders · Engagement · The engagement level · The levelWhy this level, which is what makes it a choice rather than a default.
- Why fixedStakeholders · Engagement · The engagement level · The boundariesWhich makes the boundary credible rather than arbitrary.
- ReasonStakeholders · Engagement · The feedback loop · The not adoptedWhy it was not adopted, substantively.
- If missedStakeholders · Reporting · The reporting schedule · The continuityWhy, which usually reveals a pattern.
- ReasonFinance · Budgeting · The variance record · The causeWhat actually happened, in a sentence.
- ReasonSupply Chain · Sourcing · The concentration position · The rationaleWhy, where it was chosen.
- ReasonSupply Chain · Inventory · The reorder rules · The service levelWhy this level, given what a stockout would cost.
- ReasonManufacturing Operations · Capacity planning · The capacity decision · The strategyWhy, given what a lost sale costs against what idle capacity costs.
- BasisManufacturing Operations · Production flow · The WIP limit · The limitHow the number was derived, from throughput and target lead time.
- ReasonManufacturing Operations · Quality management · The specification · The characteristicsWhy it matters, which is what allows pruning.
- Derived fromManufacturing Operations · Quality management · The specification · The tolerancesWhat requirement produced it, which is what makes it revisable.
- ReasonManufacturing Operations · Maintenance · The maintenance regime · The regimeWhy this regime, given the behaviour and consequence.
- Why it appliesCompliance · Regulatory mapping · The obligations register · The jurisdictionsWhich connection brings the organisation within scope.
- Why nowCompliance · Monitoring · The monitoring plan · The scopeRotation, prior failure or a change in ownership.
- ReasonCompliance · Monitoring · The monitoring plan · The independenceWhy this level, where full independence was not used.
Brand Core30 places
- Reason for changeBrand promise · The promise · The commitment · The version recordDistinguishes a promise that was sharpened from one that was quietly softened.
- ReasonBrand promise · The promise · The boundary · The exclusionsWhy it is excluded, which is what makes the exclusion acceptable rather than evasive.
- ReasonBrand promise · The promise · The boundary · The not-forWhy they are better served elsewhere, which makes the disqualification usable in conversation.
- Why notBrand promise · The promise · The origin · The rejected promisesUndeliverable, too wide, or too close to the category — each is a different finding.
- ReasonBrand promise · Communication · The margin · The tradeWhy this much, given what a failure costs against what appeal is worth.
- ReasonBrand Identity · Brand personality · The traits · The traitWhy this trait, which is what stops it being replaced on preference.
- ReasonBrand Identity · Brand personality · The exclusions · The reasonWhy the brand avoids this.
- ReasonBrand Identity · Visual system · The application rules · The departuresWhy, which is what shows whether the rule needs revising.
- What changedBrand Identity · Verbal system · The tone of voice · The pairsThe principle the rewrite demonstrates, stated after the example rather than before it.
- ReasonBrand Identity · Verbal system · The vocabulary · The avoided wordsWhy — jargon, ambiguity, or a meaning customers read differently.
- ReasonBrand Identity · Consistency · The approval route · The scopeWhy this case, which is what keeps the scope from expanding.
- ReasonBrand Identity · Consistency · The approval route · The exception logWhy it was allowed.
- Likely causeBrand Identity · Consistency · The audit · The findingsAvailability, understanding or a rule that does not work.
- ReasonBrand Positioning · Frame of reference · The category · The intended categoryWhy that category is preferred — usually better margins or a weaker comparison set.
- ReasonBrand Positioning · Frame of reference · The comparison set · The loss analysisWhy, as stated by the buyer where available.
- Reason to stayBrand Positioning · Frame of reference · The comparison set · The inaction caseThe honest case for changing nothing.
- Why unclaimedBrand Positioning · Frame of reference · The entry points · The unclaimedWhether it is genuinely open or unattractive for a reason.
- ReasonBrand Positioning · Points of difference · The differences · The three testsThe reasoning, which is what makes the assessment reviewable.
- ReasonBrand Positioning · Points of difference · The accepted trade-off · The given upWhy the exchange is right for this position.
- ReasonBrand Positioning · The positioning statement · The version record · The reasonWhat prompted the change.
- ReasonBrand Positioning · Brand architecture · The relationship rule · The modelWhy this model, given audience and risk.
- ReasonBrand Value · Awareness · The comparison · The competitor setWhy they are in the set.
- Chosen becauseBrand Value · Valuation · The method · The approachWhy this method, given the purpose.
- WhyBrand Perception · Measuring perception · The limits · The not reachedUnreachable, declined, or not sampled by design.
- Why not believedBrand Perception · The identity–image gap · The diagnosis · The credibility checkExperience, category knowledge or source credibility.
- Why separateBrand Perception · Segment differences · The segments · The audiencesWhat decision depends on reading this group on its own.
- ReasonBrand Perception · Segment differences · The differences · The explanationWhat accounts for the difference.
- ReasonBrand Narrative · Message architecture · The audience variants · The invariantsWhy it is fixed — usually because it is checkable.
- ReasonBrand Narrative · Evolution · The fixed parts · The permanentWhy it is permanent.
- ReasonBrand Narrative · Evolution · The change record · The promptWhat prompted the change.
Vision Core12 places
- Why this dateVision Statement · The statement · The horizon · The dateWhat sets the distance — a market change, a capability build, or a deliberate choice.
- ReasonVision Statement · Reachability · The belief check · The reasonsWhy they do not believe it.
- ReasonVision Statement · What it rules out · The exclusions · The ruled outWhy the vision makes it wrong, rather than merely unattractive.
- ReasonVision Statement · Progress · The review · The verdictWhat accounts for it.
- ReasonMission Statement · The statement · The audience · The not-forWhy they are better served elsewhere.
- ReasonMission Statement · Scope · The boundary · The adjacentWhy it is excluded — usually a capability or an audience mismatch.
- ReasonMission Statement · Scope · The boundary · The in-scope edgeWhat makes it still in scope.
- How it aroseMission Statement · Scope · The revenue check · The outside scopeWhat produced work outside the stated business.
- ReasonMission Statement · Scope · The revenue check · The decisionThe reasoning, which will be asked for later.
- OriginMission Statement · Recognisability · The gap · The overclaimsWhere it came from, usually a previous ambition.
- ReasonMission Statement · Recognisability · The diagnosis · The verdictThe reasoning behind the judgement.
- ReasonMission Statement · Keeping it current · The version record · The promptWhat prompted the change.
Market Core35 places
- ReasonMarket Opportunities · Growth and direction · The drivers · The durabilityWhat sets that horizon.
- ReasonMarket Opportunities · Growth and direction · The stage · The implicationWhy, given what the stage rewards.
- ReasonMarket Opportunities · Opportunity assessment · The attractiveness · The scoreThe reasoning, which is what makes it reviewable.
- ReasonMarket Opportunities · The shortlist · The rejected · The reasonWhy it was declined.
- What changedMarket Opportunities · The shortlist · The revisit · The reopenedWhich condition was met.
- Buyer’s reasonCompetitors · The competitor set · The share of losses · The stated reasonWhy they say they chose otherwise.
- Internal reasonCompetitors · The competitor set · The share of losses · The stated reasonWhat the organisation recorded, which frequently differs.
- ReasonCompetitors · The competitor set · The review · The changesWhy, which is what makes a later reversal possible.
- ReasonCompetitors · Capability comparison · The dimensions · The excludedEvidence that buyers do not weigh it.
- What was wrongCompetitors · Reading their strategy · The prediction · The correctionWhich assumption failed.
- ReasonCompetitors · Monitoring · The watch list · The pruningWhy it stopped being decision-relevant.
- ReasonCompetitors · Monitoring · The trigger · The thresholdWhy that level.
- ReasonTarget Audience · Segmentation · The consequence test · The mergesWhy they are not distinguishable in practice.
- ReasonCustomer Journey · The buying stages · The stages · The loopsWhat causes the return.
- Buyer’s reasonCustomer Journey · Drop-off · The reasons · The stated reasonWhat they say, in their words.
- Recorded reasonCustomer Journey · Drop-off · The reasons · The internal reasonWhat was logged internally.
- Their objectionCustomer Journey · What moves people forward · The people · The scepticWhat they are actually worried about.
- ReasonCustomer Journey · Attribution · The model · The approachWhy this one was chosen.
- ReasonMarketing Channels · Channel selection · The channel list · The annual questionWhy or why not.
- ReasonMarketing Channels · Channel selection · The fit · The verdictWhich test failed, where one did.
- ReasonMarketing Channels · Channel economics · The spillover · The guardThe argument for the floor, written down before it is needed.
- ReasonMarketing Channels · The mix · The split · The proportionWhy this split, given the category and the ambition.
- ReasonContent Type · The formats · The inventory · The originWhy it exists, where anyone knows.
- ReasonContent Type · The formats · The origin · The rationaleWhy the format was started.
- ReasonContent Type · The formats · The origin · The verdictWhy or why not.
- ReasonContent Type · Production · The constraint · The causeWhy this step constrains.
- ReasonContent Type · Production · The cost per format · The unit trendWhat is driving the change.
- ReasonContent Type · Reuse and lifespan · The retirement · The unpublishWhy it was removed.
- ReasonContent Calendar · The cadence · The rhythm · The change recordWhy it changed.
- ReasonContent Calendar · The cadence · The floor · The drop orderWhy it can be dropped before the others.
- Miss reasonContent Calendar · The cadence · The adherence · The missesWhy the slot was not filled.
- ReasonContent Calendar · Seasonal moments · The record · The decisionWhy it continues or stops.
- ReasonContent Calendar · Capacity · The buffer · The usageWhat caused the disruption each time.
- ReasonSales Channels · Channel conflict · The boundaries · The edge casesThe reasoning, which becomes the precedent.
- ReasonSales Channels · Channel performance · The contribution · The cost to serveWhy this route’s customers cost more or less.
Data Core22 places
- Proposed becauseKPI management · Choosing what to measure · The candidates · The candidateWhy it is on the list, including “because we have it”.
- ReasonKPI management · Choosing what to measure · The chosen set · The rejectedWhy — relevance, collectability, or duplication.
- ReasonKPI management · Definitions · The calculation · The inclusionsWhy each exclusion, since they are questioned.
- ReasonKPI management · Definitions · The version record · The restatementWhy the choice was made.
- ReasonKPI management · The review · The exceptions · The explanationWhy the measure moved.
- ReasonData Collection · The sources · The source map · The disagreementsWhy they differ — timing, definition or error.
- ReasonData Collection · The sources · The source of truth · The exceptionsWhy.
- ReasonData Collection · Instrumentation · The joins · The limitsWhy — technical, legal or absent identifier.
- ReasonPerformance Analysis · The question · The decision · The exploration flagWhy the work is being done, where no decision is attached.
- ReasonPerformance Analysis · The question · The precision needed · The requirementWhy that level is sufficient.
- ReasonPerformance Analysis · Method · The limits · The cannotWhy the method cannot deliver it.
- ReasonPerformance Analysis · Reading the result · The confidence · The levelWhat limits the confidence.
- ReasonPerformance Analysis · Acting on it · The implementation · The reasonWhy it was not implemented.
- ReasonReporting · What gets reported · The purpose · The reasonWhy it was created.
- ReasonReporting · What gets reported · The duplicates · The agreementWhy — definition, source or timing.
- ReasonReporting · Whether it is read · The unread · The exemptionsWhat requires it.
- ReasonData Governance · Ownership · The owner · The vacancyWhy nobody owns it, which is usually that it crosses functions.
- ReasonData Governance · Definitions and lineage · The lineage · The filtersWhy, which is forgotten within a year otherwise.
- ReasonData Governance · Definitions and lineage · The change process · The decisionWhy the definition changed.
- ReasonData Governance · Access · The permissions · The sensitivityWhy it carries that classification.
- ReasonData Governance · Access · The permissions · The exceptionsWhy it was needed.
- Why the official route failsData Governance · Access · The workarounds · The needToo slow, unavailable or unusable.
Omni Core27 places
- ReasonCustomer Journey Mapping · Moments that matter · The priorities · The deprioritisedWhy it is not a priority.
- ReasonCustomer Journey Mapping · Redesign · The changes · The not doingWhy it is not being changed.
- ReasonCustomer Journey Mapping · Redesign · The measurement · The verdictThe basis for the decision.
- ReasonCustomer Feedback · Gathering it · The coverage · The missingWhy they do not answer.
- ReasonCustomer Feedback · Routing · The destinations · The unownedWhy nobody owns it.
- Main blockerCustomer Feedback · Routing · The outcome · The action rateWhat most often prevents action.
- ReasonCustomer Feedback · Closing the loop · The individual response · The honest noWhy nothing will change.
- ReasonCustomer Feedback · Closing the loop · The collective report · The declinedWhy it is not being done.
- ReasonCustomer Support · Getting help · The routes · The mismatchWhy customers choose it anyway.
- ReasonCustomer Support · Resolution · The repeat rate · The worst categoriesWhy the first answer does not resolve it.
- Why unresolvedCustomer Support · Escalation · The time limit · The oldestWhat is blocking it.
- Why the intended path failsUI and UX Optimization · Understanding use · The workarounds · The needWhat makes it unusable for this need.
- ReasonUI and UX Optimization · Understanding use · The workarounds · The responseWhy that response.
- Why notUI and UX Optimization · Design decisions · The decision · The alternativesWhy it was rejected.
- ReasonUI and UX Optimization · Design decisions · The rejected · The outcomeWhy it was reverted.
- ReasonUI and UX Optimization · Testing changes · The measure · The effect sizeWhy that level.
- ReasonUI and UX Optimization · Testing changes · The power · The verdictThe basis for the decision.
- ReasonPersonalization · The limits · The exclusions · The excludedWhy it is excluded.
- ReasonPersonalization · The limits · The reasoning · The basisThe reasoning behind it.
- ReasonLoyalty Programs · The mechanism · The earning · The qualifying behaviourWhy this behaviour is what the organisation wants.
- ReasonLoyalty Programs · The mechanism · The redemption · The frictionWhy it exists.
- Why it existsLoyalty Programs · The mechanism · The comprehension · The simplificationWhat the rule was added for.
- Reason givenLoyalty Programs · Winding down · The explanation · The messageWhat explanation is offered.
- Why notOmnichannel Integration · Continuity of state · The visibility · The usageWhat prevents it being used.
- ReasonOmnichannel Integration · Continuity of state · The repetition measure · The whatWhy it does not travel.
- ReasonOmnichannel Integration · Channel parity · The deliberate differences · The exclusionsWhy it is deliberately excluded.
- ReasonOmnichannel Integration · The seams · The accepted · The decisionWhy closing it is not worth doing.
Time Core16 places
- ReasonProject management · Defining the work · The scope · The exclusionsWhy, which prevents it being re-proposed.
- ReasonMarket Timing · The window · The duration · The estimateWhat the estimate is reasoned from.
- ReasonMarket Timing · Signals to watch · The threshold · The levelWhy that level.
- ReasonMarket Timing · Early and late · The advantage test · The verdictThe reasoning behind the judgement.
- ReasonGolden Opportunities · Recognising them · The response · The outcomeWhy, briefly.
- ReasonGolden Opportunities · Qualifying · The authority · The recordThe reasoning at the time.
- ReasonGolden Opportunities · The record · The decisions · The reasoningWhy the decision was taken.
- ReasonGolden Opportunities · The record · The review · The judgementWhat accounts for the difference where they diverge.
- ReasonContingency Planning · Slippage · The history · The baselineWhy it was reset.
- ReasonContingency Planning · Slippage · The usual suspects · The unfixableWhy it cannot be removed.
- ReasonContingency Planning · Decision points · The date · The marginWhy that amount.
- ReasonContingency Planning · Decision points · The criterion · The exclusionsWhy it does not count.
- ReasonContingency Planning · Decision points · The decision · The recordOn what evidence.
- ReasonYear Wheel · Fixed points · The freeze periods · The windowsWhat it protects.
- Why it is when it isYear Wheel · Fixed points · The assumed-fixed · The candidatesThe stated reason.
- ReasonYear Wheel · The review rhythm · The adherence · The lapseWhat displaced it.
Every attribute type in the framework is listed in the attribute library.