Attribute · Provenance
Reference
A pointer to another part of the framework, rather than a copy of it.
The type
What it is
Reference is the attribute that keeps the framework from duplicating itself. Where a goal needs to name the core it changes, it points at the core; it does not restate what the core is.
This is the same rule that governs the framework as a whole: everything has one home, and everything else links to it.
How it is recorded
The address of the thing being pointed at — core, object, module, component or element.
Examples
- Business Core / Finance
- The Q3 objective set
- Purpose statement v3
The usual mistake
Copying instead of pointing. Two copies diverge quietly, and then nobody knows which is current.
Shared across the framework
Where this type is used
380 places in the framework carry this type. Each names it locally; the definition stays here.
Goal Core42 places
- BetweenPurpose · Stakeholder rationale · The stakeholder map · RelationshipsThe two groups concerned, pointing at their entries rather than restating them.
- ClaimPurpose · Stakeholder rationale · Value statement per group · GapsWhich statement is unsupported, pointed at rather than repeated.
- GroupsPurpose · Stakeholder rationale · The conflict register · The tensionThe parties whose interests diverge.
- ProcessPurpose · Alignment · Decision gates · The gateThe existing process the gate sits inside.
- FromPurpose · Alignment · The cascade record · The linksThe higher level — purpose, strategic goal, or tactical goal.
- ToPurpose · Alignment · The cascade record · The linksThe level beneath it that this serves.
- ItemPurpose · Alignment · The cascade record · OrphansThe unconnected piece of work.
- ExamplesPurpose · Alignment · The alignment review · What it changedThe specific cases, pointing at the gate records.
- GatePurpose · Alignment · The alignment review · AdjustmentsWhich gate was changed.
- EvidencePurpose · Integrity · The evidence audit · The comparisonThe decisions that demonstrate it.
- EvidencePurpose · Integrity · The gap log · The gapThe audit entries or external reads that demonstrate it.
- ServesShort term goals · Quarterly objectives · The objective set · The traceThe strategic or long-term goal this objective advances.
- ObjectiveShort term goals · Quarterly objectives · The review record · The scoreWhich objective is being scored.
- Carried intoShort term goals · Quarterly objectives · The review record · What was learnedWhere the finding is being used next.
- Depends onShort term goals · Milestones · The milestone schedule · DependenciesThe work or decision that must come first.
- CriterionShort term goals · Milestones · Completion criteria · ExceptionsWhich condition was waived.
- Criteria metShort term goals · Milestones · The go / no-go record · The basisWhich completion criteria were satisfied.
- Who noticesShort term goals · Quick wins · The candidate list · The audienceThe stakeholder group that would see it.
- CandidateShort term goals · Quick wins · Selection criteria · The resultsWhich candidate is being scored.
- AudienceShort term goals · Quick wins · The visibility plan · The audiencesThe stakeholder group being addressed.
- Matched toShort term goals · Leading indicators · The tracking cadence · The rhythmThe lag the cadence was set against.
- InitiativeLong term goals · Growth horizons · The horizon map · The sortingThe piece of work being placed.
- PrecedentLong term goals · Direction of growth · The risk rating · The ratingThe previous attempt this rating is based on.
- Decision pointLong term goals · Direction of growth · The risk rating · The stagingThe milestone where continuing is reconsidered.
- From assumptionLong term goals · Assumptions and scenarios · The scenario set · The axesWhich registered assumption this axis is built on.
- Valid inLong term goals · Assumptions and scenarios · The scenario set · The robust movesWhich scenarios it makes sense in.
- ScenarioLong term goals · Assumptions and scenarios · Signposts · The signalsWhich future this signal points to.
- ServesTactical goals · Cascade and catchball · The cascade brief · The askThe higher goal this contributes to.
- FromTactical goals · Cascade and catchball · The cascade brief · The problemThe strategic diagnosis this derives from.
- ServesTactical goals · Initiatives · The initiative brief · The linkThe tactical or strategic goal it advances.
- Current commitmentsTactical goals · Resourcing · The capacity check · The existing loadWhat this owner and team already carry.
- DisplacedTactical goals · Resourcing · The capacity check · The displacementWhat is dropped, delayed or reduced to make room.
- Not funded insteadTactical goals · Resourcing · The funding decision · The trade-offWhat was passed over.
- Cores affectedStrategic goals · Diagnosis · The diagnosis statement · The scopeWhich cores the constraint sits in.
- GoalStrategic goals · Strategic themes · The theme set · The membershipThe strategic goal being placed.
- ThemeStrategic goals · Strategic themes · The theme set · The membershipWhich line of effort it belongs to.
- FromStrategic goals · Strategic themes · The causal map · The linksThe goal that produces the effect.
- ToStrategic goals · Strategic themes · The causal map · The linksThe goal that benefits.
- GoalStrategic goals · Strategic themes · The causal map · The isolatesThe unconnected goal.
- GoalStrategic goals · Strategic themes · Orphaned goals · The orphansThe goal with no theme.
- ValuePurpose · Core values · The price paid · The instancesWhich value was being held.
- ValuePurpose · Core values · The enforcement record · The breachesWhich value was breached.
Business Core107 places
- CapabilityHR · Workforce planning · The capability map · The single pointsPoints back to the entry so the risk and the capability stay one record, not two.
- CapabilityHR · Workforce planning · The demand forecast · The requirementLinks demand to the map, so supply and demand are read in the same terms.
- CapabilityHR · Workforce planning · The gap analysis · The gapAnchors the gap to the same names used in the map and the forecast.
- CapabilityHR · Workforce planning · The gap analysis · The surplusKeeps surplus in the same vocabulary as the gaps, so redeployment becomes visible.
- Linked capabilityHR · Recruitment and selection · The role definition · The purposeTies the role to the gap it is closing, so it can be cancelled with the gap.
- Tests requirementHR · Recruitment and selection · The assessment design · The methodsA stage that tests no stated requirement is a stage that can be removed.
- CriterionHR · Recruitment and selection · The decision record · The scoresTies the score to the criterion so patterns across rounds can be read.
- CapabilityHR · Development · The development plan · The objectiveConnects individual development to the capability map, so both sides can see the point.
- DevelopsHR · Development · The assignment record · The assignmentWhich capability the assignment is intended to build.
- Capability entryHR · Development · The capability check · The map updateThe map entry being updated, so the loop closes on the same record.
- DepartureHR · Retention and engagement · The turnover record · The regretted lossPoints at the record rather than duplicating it.
- Capability lostHR · Retention and engagement · The turnover record · The regretted lossLinks the departure to the capability map, where the real cost shows.
- Job stepValue Proposition · Customer jobs and pains · The pain list · The painAnchoring the pain to a step is what makes it addressable rather than atmospheric.
- JobValue Proposition · Customer jobs and pains · The gain list · The gainTies the gain to the job it improves, so it does not float free of any context.
- Offer elementValue Proposition · The offer · The value map · The linkThe specific part of the offer, so the claim can be traced to something concrete.
- Pain or gainValue Proposition · The offer · The value map · The linkThe specific need addressed, in the customer’s terms rather than yours.
- Pain or gainValue Proposition · The offer · The unmatched list · The unmet needsThe need in question, held in the same vocabulary as the map.
- Offer elementValue Proposition · The offer · The unmatched list · The unused elementsThe element with no link, pointing back to the inventory.
- Need addressedValue Proposition · Differentiation · The difference statement · The statementThe pain or gain it relates to, which is what makes it matter rather than merely be true.
- Tested againstValue Proposition · Differentiation · The difference statement · The substitution testWhich alternative the statement was tested against.
- Relates toValue Proposition · Proof · The claim inventory · The claimThe offer element or difference the claim concerns.
- LocationValue Proposition · Proof · The claim inventory · The channelsThe specific page, document or deck, so a correction can actually be made.
- ArtefactValue Proposition · Proof · The proof set · The evidenceWhere the evidence itself lives, so it can be produced when asked for.
- ClaimValue Proposition · Proof · The proof set · The strength matchThe claim being supported, so the pairing can be judged.
- ClaimValue Proposition · Proof · The gaps · The gapWhich claim is unsupported, pointing at the inventory entry.
- Value deliveredMonetisation · Revenue model · The metric decision · The value trackingThe gain from the value map the metric is supposed to follow.
- Depends onMonetisation · Revenue model · The stream map · The dependenciesThe stream this one requires in order to exist.
- StreamMonetisation · Revenue model · The incentive check · The internal incentiveWhich revenue stream creates the incentive.
- Applies toMonetisation · Pricing · The price list · The pricesThe offer element or metric unit being priced.
- AffectsMonetisation · Revenue quality · The concentration measure · The correlation checkWhich revenue sources move together as a result.
- Where statedCore Competencies · Identification · The self-image gap · The claimedWhich material carries it, so it can be corrected if it fails.
- ClaimCore Competencies · Identification · The self-image gap · The supportedWhich claim is being assessed.
- CandidateCore Competencies · Testing for advantage · The test results · The failuresWhich candidate is being recorded.
- EvidenceCore Competencies · Testing for advantage · The confirmed set · The confirmedPoints at the evidence file rather than restating it.
- Applied inCore Competencies · Testing for advantage · The confirmed set · The applicationWhich offer, market or process uses it today.
- DependencyCore Competencies · Protecting · The dependency map · The single pointsWhich dependency has no alternative.
- Asset identifierBusiness Assets · Asset register · The register · The entryA stable internal reference, since names and serial numbers both fail in different ways.
- Registration numberBusiness Assets · Intellectual property · The IP schedule · The registrationsThe official reference, needed at the moment it is hardest to find.
- DocumentBusiness Assets · Intellectual property · The ownership evidence · The chainThe agreement or assignment establishing the transfer.
- Work coveredBusiness Assets · Intellectual property · The ownership evidence · The contractor positionWhich assets their contribution affects.
- AssetBusiness Assets · Intellectual property · The ownership evidence · The gapsWhich asset has an unclear position.
- LicenceBusiness Assets · Intellectual property · The licence obligations · The inbound licencesWhich licence and which version, since terms change between versions.
- AffectsBusiness Assets · Intellectual property · The licence obligations · The restrictionsWhich products or assets carry the obligation.
- AssetBusiness Assets · Utilisation · The target set · The targetWhich asset the target applies to.
- AssetBusiness Assets · Utilisation · The idle list · The idle assetsWhich asset.
- EvidenceBusiness Assets · Lifecycle · The disposal procedure · The data stepThe certificate or log proving it was done.
- Records updatedBusiness Assets · Lifecycle · The disposal procedure · The record closureWhich records were closed, including things that referenced the asset.
- StepOperational Systems · Process design · The time analysis · The processing timeWhich step the reading belongs to.
- ConstraintOperational Systems · Process design · The time analysis · The flow efficiencyWhich step sets the pace, since improving anything else moves the queue rather than the total.
- AddressesOperational Systems · Process design · The future-state design · The changesWhich mapped problem it fixes.
- Tools involvedOperational Systems · Tooling · The tool inventory · The overlapsWhich ones, so consolidation can be scoped.
- Process stepOperational Systems · Tooling · The fit assessment · The requirementsWhich part of the process generates the requirement.
- After stepOperational Systems · Standards and quality · The check points · The placementWhere the check sits in the sequence.
- Catches defect fromOperational Systems · Standards and quality · The check points · The placementWhich step produces the defect this check catches.
- Standard breachedOperational Systems · Standards and quality · The defect record · The defectWhich condition was not met, which requires the standard to exist.
- Created atOperational Systems · Standards and quality · The defect record · The originThe step that produced it.
- Found atOperational Systems · Standards and quality · The defect record · The originWhere it was detected, which is what most systems record instead.
- AddressesOperational Systems · Continuous improvement · The improvement log · The changeThe mapped problem or defect pattern it targets.
- From improvementOperational Systems · Continuous improvement · The updated standard · The revisionWhich logged improvement produced the revision.
- Linked toPartners · Partner selection · The partnership case · The needThe goal or competence gap the need arises from.
- Success measurePartners · Governance · The relationship owners · The accountabilityWhat the relationship is judged against.
- AgainstPartners · Governance · The meeting rhythm · The agendaWhich obligation or measure the item reports on.
- ObligationPartners · Value review · The performance record · The deliveryWhich commitment is being assessed.
- Own obligationPartners · Value review · The performance record · The own performanceThe commitment your side made.
- AgainstPartners · Value review · The decision · The assessmentThe success definition from the partnership case.
- Relates toStakeholders · Identification · The stakeholder list · The directionWhich activity or decision creates the relationship.
- StakeholderStakeholders · Identification · The influence map · The divergencesWhich party diverges.
- Prompted byStakeholders · Identification · The review trigger · The changesWhich trigger produced the review.
- StakeholderStakeholders · Expectations · The expectation record · The stated expectationWho holds it.
- ExpectationStakeholders · Expectations · The interest analysis · The positionWhich recorded expectation this analyses.
- StakeholdersStakeholders · Expectations · The interest analysis · The overlapWhich parties share the interest.
- ExpectationsStakeholders · Expectations · The conflict register · The conflictWhich two expectations conflict.
- StakeholderStakeholders · Expectations · The conflict register · The unservedWho is not being served.
- On matterStakeholders · Engagement · The engagement level · The levelWhat the level applies to, since it varies by topic.
- Supports levelStakeholders · Engagement · The method · The mechanismWhich engagement level it can actually deliver.
- InputStakeholders · Engagement · The feedback loop · The input useWhich piece of input.
- StakeholderStakeholders · Reporting · The reporting schedule · The recipientsWho receives it.
- To whomStakeholders · Reporting · The disclosure rule · The triggersWhich stakeholders it must reach.
- LineFinance · Budgeting · The strategy check · The movementWhich budget line moved.
- PriorityFinance · Budgeting · The strategy check · The stated prioritiesThe stated goal or priority.
- Budget linesFinance · Budgeting · The strategy check · The stated prioritiesWhich lines would fund it, where any do.
- AssumptionFinance · Budgeting · The variance record · The causeWhich assumption failed, where one did.
- By lineFinance · Forecasting · The accuracy record · The biasWhich lines carry the bias, since it is rarely uniform.
- StepFinance · Financial reporting · The close calendar · The bottleneckWhich step constrains the timetable.
- LineFinance · Financial reporting · The commentary · The explanationsWhich line is being explained.
- ForecastFinance · Financial reporting · The commentary · The outlookWhich forecast version this aligns with.
- Route or supplierSupply Chain · Logistics · The lead time record · The actual timesWhat the reading applies to.
- At nodeSupply Chain · Logistics · The cost per movement · The handling costWhich node the cost occurs at.
- Suppliers affectedSupply Chain · Resilience · The dependency map · The shared sourcesWhich of your suppliers depend on it.
- AffectsSupply Chain · Resilience · The failure points · The pointsWhich inputs or products would stop.
- For failure pointSupply Chain · Resilience · The tested response · The planWhich failure this responds to.
- Constraint resourceManufacturing Operations · Capacity planning · The capacity model · The constraintWhich resource limits the total.
- Before operationManufacturing Operations · Production flow · The flow map · The queuesWhich step the queue feeds.
- From and toManufacturing Operations · Production flow · The flow map · The rework loopsWhere the work returns to.
- Applies toManufacturing Operations · Production flow · The WIP limit · The limitThe whole system or a specific stage.
- Product lineManufacturing Operations · Production flow · The flow measure · The efficiencyWhich line the reading applies to.
- AssetManufacturing Operations · Maintenance · The downtime record · The stopsWhich asset stopped.
- CitationCompliance · Regulatory mapping · The obligations register · The obligationsWhere the rule is written, so it can be checked.
- From obligationCompliance · Regulatory mapping · The requirement translation · The requirementsWhich rule generates it.
- CoversCompliance · Regulatory mapping · The change watch · The sources watchedWhich obligations this source would report on.
- Addresses requirementCompliance · Controls · The control set · The controlsWhich requirement it satisfies.
- RequirementCompliance · Controls · The control set · The coverageWhich requirement is being assessed.
- Required byCompliance · Controls · The evidence trail · The retentionWhich obligation sets the period.
- ControlCompliance · Monitoring · The monitoring plan · The scopeWhich control is in scope.
- ControlCompliance · Monitoring · The findings log · The findingWhich control it relates to.
- Control involvedCompliance · Incident response · The post-incident review · The causeWhich control failed or was absent.
- Tracked inCompliance · Incident response · The post-incident review · The changesWhere it is followed up, ideally the same findings log.
Brand Core43 places
- SegmentBrand promise · The promise · The commitment · The recipientLinks to the segment definition, so the promise and the audience stay in one vocabulary.
- PurposeBrand promise · The promise · The origin · The purpose linkPoints at the purpose statement rather than restating it.
- CapabilityBrand promise · The promise · The origin · The capability basisWhich competence or asset makes the promise deliverable.
- StepBrand promise · Deliverability · The breaking point · The failure stepWhich part of the process fails first.
- SupportsBrand promise · Deliverability · The operational commitment · The internal standardsWhich part of the promise this standard delivers.
- PlacementBrand promise · Communication · The statements · The placementsWhich page, document or message carries it.
- Found inBrand promise · Communication · The statements · The strongest versionWhere it appears.
- Routed toBrand promise · Keeping it · The failure record · The causesWhere a structural cause was sent for fixing.
- Expresses traitBrand Identity · Brand personality · The behavioural rules · The ruleWhich trait the rule is an expression of.
- Connects toBrand Identity · Brand personality · The exclusions · The reasonThe trait, position or promise the exclusion protects.
- IP registrationBrand Identity · Visual system · The distinctive assets · The protectionLinks to the intellectual property schedule where the asset is registered.
- LicenceBrand Identity · Visual system · The specifications · The typographyLinks to the licence obligation, since type licences are commonly breached.
- RegisterBrand Identity · Verbal system · The naming rules · The approvalWhere approved names are recorded, so collisions are visible.
- Old assetBrand Identity · Consistency · The asset library · The supersededWhich superseded version is still in use.
- SituationBrand Positioning · Frame of reference · The entry points · The linkageWhich entry point the reading applies to.
- SituationBrand Positioning · Frame of reference · The entry points · The unclaimedThe unclaimed entry point.
- RequirementBrand Positioning · Points of difference · The parity points · The blockersWhich parity point is failing.
- ProofBrand Positioning · Points of difference · The differences · The reason to believeLinks to the evidence held for the corresponding claim.
- Derived fromBrand Positioning · The positioning statement · The statement · The four partsWhich piece of upstream work it comes from.
- Links toBrand Positioning · The positioning statement · The reason to believe · The basisThe competence, asset or proof it depends on.
- ParentBrand Positioning · Brand architecture · The portfolio map · The relationshipsWhat it sits under, where anything does.
- IP protectionBrand Positioning · Brand architecture · The portfolio map · The costWhat registration it carries, from the IP schedule.
- SituationBrand Value · Awareness · The recall measure · The unpromptedWhich buying situation was asked about.
- Entry pointBrand Value · Awareness · The situations · The listThe situation, drawn from the positioning work.
- SituationBrand Value · Awareness · The situations · The absentWhere the brand is not retrieved.
- FromBrand Value · Associations · The association set · The intendedWhich positioning element it comes from.
- MissingBrand Value · Associations · The association set · The overlapWhich intended associations do not appear at all.
- Routed toBrand Value · Associations · The unintended · The responseWhere a counter-effort is being run.
- CohortBrand Value · Loyalty · The behaviour · The repeat rateWhich acquisition cohort, since aggregate rates move with volume.
- Revenue retentionBrand Value · Loyalty · The behaviour · The retentionLinks to the revenue quality measure, which reads the same data commercially.
- Links toBrand Value · Loyalty · The attitude · The advocacyThe narrative work, where advocates function as tellers.
- InputBrand Value · Valuation · The method · The sensitivityWhich input is being varied.
- Links toBrand Value · Valuation · The valuation · The accounting positionThe intangible schedule and the reporting cycle.
- FromBrand Perception · The identity–image gap · The comparison · The statedWhich piece of positioning or identity work it comes from.
- FromBrand Perception · The identity–image gap · The comparison · The returnedWhich research wave it comes from.
- Relevant measuresBrand Perception · Segment differences · The segments · The behaviour at stakeWhich perception measures actually relate to that behaviour.
- Links toBrand Perception · Segment differences · The internal reading · The candidate viewThe recruitment work, where the consequence lands.
- InstrumentBrand Perception · Shifting perception · The target perception · The measureWhich existing tracking measure will show the shift.
- Connects toBrand Narrative · The story · The narrative · The subjectThe purpose or position the subject relates to.
- Connects toBrand Narrative · The story · The tension · The resolutionWhat in the organisation today follows from it.
- ExpressesBrand Narrative · Message architecture · The master message · The messageWhich part of the position it carries.
- ProofBrand Narrative · Message architecture · The supporting messages · The evidenceLinks to the evidence held for the corresponding claim.
- Derived fromBrand Narrative · Message architecture · The audience variants · The variantsWhich master or supporting message it expresses.
Vision Core13 places
- Serves purposeVision Statement · The statement · The future state · The conditionWhich purpose this is one way of pursuing, so the two do not drift apart.
- Interim markersVision Statement · The statement · The horizon · The tenure checkWhat falls inside that window instead.
- FromVision Statement · Reachability · The gap · The required positionWhich part of the future state it derives from.
- Depends onVision Statement · Reachability · The conditions · The listWhich other condition has to come first.
- Against exclusionVision Statement · What it rules out · The pressure · The sourcesWhich exclusion is under pressure.
- IndicatesVision Statement · Progress · The markers · The measuresWhich condition it is evidence for.
- MarkerVision Statement · Progress · The review · The readingWhich marker.
- PurposeMission Statement · The statement · The end · The purpose linkPoints at the purpose rather than restating it.
- Belongs inMission Statement · The statement · The end · The organisational outcomesWhere it actually lives — usually the Goal Core.
- Links toMission Statement · Scope · The definition · The needThe customer jobs work, where the same need is analysed in detail.
- Scope dimensionMission Statement · Scope · The revenue check · The breakdownWhich of the three dimensions it maps to.
- TriggerMission Statement · Keeping it current · The version record · The promptWhich event or finding it followed.
- Where keptMission Statement · Keeping it current · The explanation · The previous versionWhere the previous version can still be found.
Market Core78 places
- Existing competenceMarket Opportunities · Opportunity assessment · The fit · The existingWhich confirmed capability covers the requirement.
- Becomes goalMarket Opportunities · The shortlist · The pursued · The first stepWhich goal the opportunity is carried into.
- Rejected opportunityMarket Opportunities · The shortlist · The revisit · The watched conditionsWhich rejection the condition belongs to.
- OpportunityMarket Opportunities · The shortlist · The revisit · The reopenedWhich one came back.
- DimensionCompetitors · Capability comparison · The dimensions · The deciding fewWhich dimension.
- DimensionCompetitors · Capability comparison · The comparison · The positionWhich dimension is being assessed.
- DimensionCompetitors · Capability comparison · The comparison · The exposuresWhich deciding dimension.
- For itemCompetitors · Monitoring · The trigger · The thresholdWhich watched item the threshold belongs to.
- Data sourceTarget Audience · Segmentation · The basis · The data availabilityWhere the classification would come from.
- SegmentsTarget Audience · Segmentation · The consequence test · The mergesWhich two are candidates for merging.
- RoleTarget Audience · The profile · The decision · The concernsWhose concern this is.
- SegmentTarget Audience · Segment value · The ranking · The ratioWhich segment the figures belong to.
- SegmentTarget Audience · Segment value · The ranking · The reallocationWhich segment gains or loses attention.
- PlaceTarget Audience · Where they are · The places · The uncontestedWhich place is uncontested.
- In placeTarget Audience · Where they are · The attention state · The stateWhich place this state applies to.
- PlaceTarget Audience · Where they are · The cost to reach · The priceWhich place the figure applies to.
- From and toCustomer Journey · The buying stages · The stages · The loopsWhich transition the buyer returns to.
- Entry stageCustomer Journey · The buying stages · The stages · The entryWhere buyers first become visible.
- Enters atCustomer Journey · The buying stages · The people · The participantsWhich stage they appear.
- ParticipantCustomer Journey · The buying stages · The people · The needsWhose need this is.
- StageCustomer Journey · Drop-off · The losses · The largestWhich stage loses most.
- At stageCustomer Journey · Drop-off · The correct filtering · The good lossesWhere in the journey it happens.
- Currently filters atCustomer Journey · Drop-off · The correct filtering · The filter timingWhere unsuitable buyers actually leave.
- Could filter atCustomer Journey · Drop-off · The correct filtering · The filter timingThe earliest point it is knowable.
- At transitionCustomer Journey · What moves people forward · The evidence needed · The decisive evidenceWhich stage transition it enabled.
- Needed atCustomer Journey · What moves people forward · The evidence needed · The placementWhich stage requires it.
- Currently atCustomer Journey · What moves people forward · The evidence needed · The placementWhere it actually sits.
- Credit lands onCustomer Journey · Attribution · The unobservable · The misassignmentWhich channel receives it.
- Serves segmentMarketing Channels · Channel selection · The channel list · The channelsWhich audience it is for.
- SegmentMarketing Channels · Channel selection · The fit · The audience presenceWhich audience is meant to be here.
- ChannelMarketing Channels · Channel economics · The payback · The periodWhich channel the figure applies to.
- Links toMarketing Channels · Channel economics · The payback · The cash effectThe cash flow and runway work.
- AffectsMarketing Channels · Channel economics · The spillover · The interactionsWhich channel is influenced.
- Receives creditMarketing Channels · Channel economics · The spillover · The misattributed creditWhich channel is flattered.
- Earned byMarketing Channels · Channel economics · The spillover · The misattributed creditWhich channel actually created the demand.
- ChannelMarketing Channels · The mix · The split · The classificationWhich channel.
- ChannelMarketing Channels · The mix · The sequence · The orderWhich channel.
- Depends onMarketing Channels · The mix · The sequence · The orderWhat has to be working first.
- ChannelMarketing Channels · The mix · The sequence · The prematureWhich channel was launched early.
- From and toMarketing Channels · The mix · The interactions · The liftsWhich channel lifts which.
- CannibalisesMarketing Channels · The mix · The interactions · The cannibalisationWhich channel is being displaced.
- ChannelMarketing Channels · Testing and incrementality · The test design · The withheldWhat is being withheld.
- FormatContent Type · The formats · The producers · The capabilityWhich format.
- CapabilityContent Type · The formats · The producers · The capabilityWhich underlying capability it requires.
- SegmentContent Type · Job per format · The job · The audienceWhich audience.
- Journey stageContent Type · Job per format · The job · The stageWhich stage it serves.
- StageContent Type · Job per format · The coverage map · The mapWhich stage.
- SegmentContent Type · Job per format · The coverage map · The mapWhich audience.
- Empty cellContent Type · Job per format · The coverage map · The gapsWhich stage and segment has nothing.
- Crowded cellContent Type · Job per format · The coverage map · The pile-upsWhich stage and segment is over-served.
- FormatContent Type · Job per format · The jobless · The listWhich format.
- Capacity goes toContent Type · Job per format · The jobless · The decisionWhich gap the released effort fills.
- Before stepContent Type · Production · The steps · The waitingWhich step the queue feeds.
- StepContent Type · Production · The constraint · The bottleneckWhich step constrains throughput.
- JobContent Type · Production · The cost per format · The value comparisonWhat the format is for.
- FormatContent Type · Reuse and lifespan · The lifespan · The classificationWhich format the classification applies to.
- PieceContent Type · Reuse and lifespan · The retirement · The refreshWhich piece is being refreshed.
- Redirects toContent Type · Reuse and lifespan · The retirement · The unpublishWhere the address points afterwards.
- ChannelContent Calendar · The cadence · The rhythm · The frequencyWhere it goes out.
- FormatContent Calendar · The cadence · The floor · The minimumWhat continues.
- FormatContent Calendar · The cadence · The floor · The drop orderWhich format.
- FormatContent Calendar · The cadence · The adherence · The missesWhich format was affected.
- Addresses gapContent Calendar · The plan · The horizon · The themesWhich coverage gap it is meant to fill.
- FormatContent Calendar · The plan · The slots · The slotWhat kind of piece.
- JobContent Calendar · The plan · The slots · The slotWhich audience and stage it serves.
- MomentContent Calendar · Seasonal moments · The audience calendar · The receptivityWhich point in their year.
- MomentContent Calendar · Seasonal moments · The lead times · The start dateWhich seasonal moment.
- StepContent Calendar · Capacity · The constraint · The queueWhich step the work waits at.
- Next stepContent Calendar · Capacity · The constraint · The next constraintWhere the queue would form next.
- SegmentSales Channels · Route to market · The routes · The segment servedWhich audience the route reaches.
- SegmentSales Channels · Route to market · The coverage map · The assignmentWhich audience.
- RouteSales Channels · Route to market · The coverage map · The assignmentWhich route serves them.
- SegmentSales Channels · Route to market · The coverage map · The uncoveredWhich audience is unserved.
- SegmentSales Channels · Route to market · The coverage map · The overlapsWhich audience is double-covered.
- RoutesSales Channels · Route to market · The coverage map · The overlapsWhich routes both serve them.
- At stageSales Channels · Enablement · The difficult questions · The questionsWhen in the journey it arises.
- RouteSales Channels · Channel performance · The customer quality · The retentionWhich acquisition route.
- Routed toSales Channels · Channel performance · The customer quality · The mismatchWhere the finding goes for correction.
Data Core37 places
- PredictsKPI management · Choosing what to measure · The balance · The leading and laggingWhich lagging measure a leading one is meant to precede.
- SourceKPI management · Definitions · The calculation · The formulaWhich data source the inputs come from.
- Data set usedKPI management · Definitions · The reproducibility test · The testWhat raw data both worked from.
- MeasureKPI management · The review · The exceptions · The flaggedWhich measure moved.
- MeasureKPI management · The review · The exceptions · The skippedWhich measure was within range.
- Prompted byKPI management · The review · The decisions · The decisionWhich exception led to it.
- FactData Collection · The sources · The source of truth · The designationWhich fact.
- Feeds measureData Collection · Data quality · The causes · The incentiveWhich target the field affects.
- For data setData Collection · Consent and basis · The basis · The groundWhich data it covers.
- As told to peopleData Collection · Consent and basis · The purpose · The stated purposeWhere this was communicated.
- SourcePerformance Analysis · Method · The approach · The data usedWhich data source.
- AssumptionPerformance Analysis · Method · The assumptions · The testsWhich one was tested.
- AssumptionPerformance Analysis · Method · The assumptions · The consequencesWhich assumption.
- AlternativePerformance Analysis · Reading the result · The alternatives · The exclusionsWhich one.
- MeasuresReporting · What gets reported · The inventory · The contentWhich measures appear in it.
- Data sourcesReporting · What gets reported · The inventory · The contentWhere the numbers come from.
- ReportsReporting · What gets reported · The duplicates · The overlapsWhich artefacts overlap.
- Shared measuresReporting · What gets reported · The duplicates · The overlapsWhat they have in common.
- Canonical versionReporting · What gets reported · The duplicates · The consolidationWhich report becomes authoritative.
- SourceReporting · Dashboards · The variation · The bandWhere the band was calculated.
- ArtefactReporting · Whether it is read · The unread · The listWhich report or dashboard.
- ArtefactReporting · Whether it is read · The unread · The exemptionsWhich one is exempt.
- ObligationReporting · Whether it is read · The unread · The exemptionsWhich regulatory or contractual requirement.
- Data setData Governance · Ownership · The owner · The scopeWhat they own.
- Data setData Governance · Ownership · The owner · The vacancyWhich set is unowned.
- Data setData Governance · Ownership · The handover · The orphansWhich set is orphaned.
- SourceData Governance · Definitions and lineage · The lineage · The pathWhere the data starts.
- Dependent reportsData Governance · Definitions and lineage · The lineage · The impactWhat relies on this source.
- Data setData Governance · Access · The permissions · The grantsWhat they can see.
- Data typeData Governance · Retention and deletion · The schedule · The periodsWhich data the period applies to.
- ObligationData Governance · Retention and deletion · The schedule · The basisWhich requirement sets it, where one does.
- Data typeData Governance · Retention and deletion · The schedule · The coverageWhich data has no period set.
- LogData Governance · Retention and deletion · The mechanism · The verificationWhere deletion is recorded.
- Retention obligationData Governance · Retention and deletion · The conflicts · The conflictWhat requires keeping it.
- Deletion obligationData Governance · Retention and deletion · The conflicts · The conflictWhat requires removing it.
- Data affectedData Governance · Retention and deletion · The conflicts · The conflictWhich records both cover.
- Data coveredData Governance · Retention and deletion · The conflicts · The holdsWhat is held.
Omni Core43 places
- Between stagesCustomer Journey Mapping · Mapping the journey · The invisible parts · The offstageWhere in the journey it happens.
- MomentCustomer Journey Mapping · Moments that matter · The peaks · The priorityWhich peak.
- MomentCustomer Journey Mapping · Moments that matter · The priorities · The shortlistWhich moment.
- At stageCustomer Journey Mapping · Channel handovers · The handovers · The pointsWhere in the journey it occurs.
- HandoverCustomer Journey Mapping · Channel handovers · The removals · The candidateWhich one.
- AddressesCustomer Journey Mapping · Redesign · The changes · The changeWhich mapped moment or handover.
- MeasureCustomer Journey Mapping · Redesign · The changes · The expected effectWhat will be watched.
- Measure affectedCustomer Journey Mapping · Redesign · The internal requirement · The conflictWhich of their measures would worsen.
- SourceCustomer Feedback · Gathering it · The unsolicited · The biasWhich source.
- CategoryCustomer Feedback · Routing · The destinations · The mappingWhich feedback category.
- CategoryCustomer Feedback · Routing · The destinations · The unownedWhich one is unowned.
- ThemeCustomer Feedback · Routing · The outcome · The recurrenceWhich theme recurs.
- ChannelCustomer Support · Getting help · The routes · The suitabilityWhich route.
- ChannelCustomer Support · Getting help · The routes · The mismatchWhich route is being misused.
- ChannelCustomer Support · Getting help · The effort · The measureWhich route the score applies to.
- Case typeCustomer Support · Resolution · The repeat rate · The rateWhich category the rate applies to.
- CategoryCustomer Support · Resolution · The repeat rate · The worst categoriesWhich case type.
- Case typeCustomer Support · Resolution · The confirmation · The answerWhich category.
- QuestionCustomer Support · Self-service and knowledge · The content · The articlesWhich support question it answers.
- Highest uncoveredCustomer Support · Self-service and knowledge · The content · The coverageThe most-asked question with no article.
- ArticleCustomer Support · Self-service and knowledge · The deflection · The rateWhich article.
- ArticleCustomer Support · Self-service and knowledge · The deflection · The failuresWhich article was read.
- CategoryCustomer Support · Escalation · The time limit · The preventionWhich kind of case escalates repeatedly.
- At stepUI and UX Optimization · Understanding use · The observation · The observationsWhere in the task it happened.
- PatternUI and UX Optimization · Design decisions · The decision · The scopeWhich design pattern it belongs to.
- EvidenceUI and UX Optimization · Design decisions · The rationale · The evidenceWhich study or test.
- BecauseUI and UX Optimization · Testing changes · The measure · The primaryWhich problem the change addresses.
- GuardrailUI and UX Optimization · Testing changes · The result · The guardrail checkWhich one was checked.
- Applies toUI and UX Optimization · Accessibility · The standard · The guidelinesWhich products or surfaces.
- ObligationUI and UX Optimization · Accessibility · The standard · The obligationWhich regulation applies.
- RequirementUI and UX Optimization · Accessibility · The obligations · The requirementsWhich obligation.
- ElementPersonalization · What is personalised · The inventory · The orphansWhich personalisation.
- StandardLoyalty Programs · The economics · The liability · The recognitionWhich accounting treatment applies.
- Available fromOmnichannel Integration · One identity · The matching · The identifierAt what point in the journey it exists.
- At stageOmnichannel Integration · One identity · The matching · The coverageWhere in the journey.
- UseOmnichannel Integration · One identity · The failure rate · The thresholdWhat is being shown.
- Offered atOmnichannel Integration · One identity · The customer route · The uptakeWhere the offer was made.
- CrossingOmnichannel Integration · Continuity of state · The repetition measure · The rateWhich channel transition.
- TaskOmnichannel Integration · Channel parity · The capability map · The availabilityWhich task.
- Task and channelOmnichannel Integration · Channel parity · The capability map · The gapsWhere the gap is.
- Task and channelOmnichannel Integration · Channel parity · The deliberate differences · The exclusionsWhat is absent where.
- Task and channelOmnichannel Integration · Channel parity · The strandings · The casesWhere the stranding occurs.
- SeamOmnichannel Integration · The seams · The accepted · The decisionWhich one is accepted.
Time Core17 places
- PathProject management · Sequence · The critical chain · The slackWhich sequence this is.
- CriterionProject management · Closing · The acceptance · The checkWhich completion criterion.
- PrerequisiteMarket Timing · Market readiness · The prerequisites · The blockerWhich one blocks entry.
- IndicatesMarket Timing · Signals to watch · The indicators · The signalsWhich prerequisite it is a proxy for.
- IndicatorMarket Timing · Signals to watch · The threshold · The levelWhich signal.
- QuestionGolden Opportunities · Qualifying · The questions · The killersWhich question.
- SourceContingency Planning · Slippage · The usual suspects · The fixableWhich source.
- SourceContingency Planning · Slippage · The usual suspects · The unfixableWhich source.
- Derived fromContingency Planning · Buffers · The reserve · The sizeThe ratio it was calculated with.
- Placed beforeContingency Planning · Buffers · The reserve · The placementWhat the buffer protects.
- ObligationYear Wheel · The cycle · The operating cycle · The movableWhich one.
- Item movedYear Wheel · The cycle · The collisions · The resolutionWhat is rescheduled.
- Expects itYear Wheel · Fixed points · The assumed-fixed · The dependenciesWho outside relies on the timing.
- Promised toYear Wheel · Load across the year · The committed load · The commitmentsWho is expecting it.
- What was movedYear Wheel · Load across the year · The over-commitment · The resolutionWhich commitment.
- ItemYear Wheel · The review rhythm · The cadences · The matchWhat is being reviewed.
- CadenceYear Wheel · The review rhythm · The adherence · The occurrenceWhich review.
Every attribute type in the framework is listed in the attribute library.