Attribute · Provenance
Source
Where a value came from, recorded so the value can be checked rather than believed.
The type
What it is
Every number in the framework came from somewhere. Source is what makes it possible to go back — to the system, the report, the conversation, the estimate.
It also distinguishes a measured figure from an estimated one, which is a difference that disappears completely once both are sitting in the same column.
How it is recorded
The system, document or person the value came from, and whether it was measured or estimated.
Examples
- Finance system, monthly close
- Estimated by the product team
- Customer survey, n=412
The usual mistake
Omitting it for numbers that seem obvious. Those are the ones that get quoted longest after they stop being true.
Shared across the framework
Where this type is used
81 places in the framework carry this type. Each names it locally; the definition stays here.
Goal Core11 places
- SourcePurpose · Stakeholder rationale · Value statement per group · EvidenceWhere the figure comes from, and whether it was measured or estimated.
- Collected viaPurpose · Integrity · The external read · CustomersSurvey, interview or support record, and how many.
- SourceShort term goals · Quarterly objectives · The measure per objective · The indicatorWhere the number is read from, and whether it is measured or estimated.
- BasisShort term goals · Leading indicators · The causal assumption · The evidenceWhere the support comes from, and whether it was tested or observed.
- Verified byLong term goals · Long-range ambition · The arrival test · The conditionsWho or what would confirm it.
- EvidenceLong term goals · Direction of growth · The growth split · The basisWhat the expectation is based on.
- Where visibleLong term goals · Assumptions and scenarios · Signposts · The signalsWhere it would be seen.
- BasisTactical goals · Resourcing · The resource estimate · The effortWhether it came from a comparable piece of work or from judgement.
- SourceStrategic goals · Diagnosis · The evidence behind it · The sourcesWhere the evidence comes from.
- How it would be seenStrategic goals · Trade-offs · Reopening conditions · The conditionsWhere the change would show up.
- SourceStrategic goals · Horizon and measures · The primary measure · The indicatorWhere the number comes from.
Business Core16 places
- SourceHR · Development · The capability check · The evidenceWho observed it, which is what separates evidence from claim.
- SourceValue Proposition · Customer jobs and pains · The job statement · The triggerWhether this comes from interviews, from sales records, or from assumption.
- SourceValue Proposition · The offer · The value map · The evidence checkWhere the evidence comes from — customer measurement, trial, or internal belief.
- SourceValue Proposition · Differentiation · The alternative set · The comparisonWhether the assessment comes from customers, from research or from internal opinion.
- SourceValue Proposition · Proof · The proof set · The evidenceWho produced it, which largely determines how much weight it carries.
- SourceMonetisation · Pricing · The value basis · The value estimateWhether from customer measurement, from interviews or from inference.
- SourceMonetisation · Pricing · The value basis · The reference pointEvidence for the reference — customers state it readily when asked.
- SourceMonetisation · Revenue quality · The retention record · The loss reasonsWhether the reason came from the customer or from internal assumption.
- SourceCore Competencies · Identification · The candidate list · The sourceCustomer feedback, competitive win analysis, internal belief or founder narrative.
- SourceCore Competencies · Identification · The evidence file · The comparisonWhere the comparison came from, since this is usually the weakest evidence.
- SourceStakeholders · Expectations · The expectation record · The stated expectationWhether stated directly, reported, or inferred.
- SourceStakeholders · Expectations · The interest analysis · The interestWhether established by asking or by inference.
- SourceSupply Chain · Resilience · The dependency map · The tiersHow this was established, since much of it is supplier-reported.
- SourceManufacturing Operations · Quality management · The root cause record · The investigationHow it was established — evidence rather than inference.
- SourceCompliance · Regulatory mapping · The obligations register · The sourcesLegal advice, industry guidance or internal assessment.
- SourceCompliance · Regulatory mapping · The change watch · The sources watchedWhich source is monitored.
Brand Core14 places
- SourceBrand promise · Communication · The expectation set · The actual expectationHow it was established — survey, interview or complaint analysis.
- SourceBrand promise · Keeping it · The trust reading · The relianceHow it was established — behavioural data rather than a survey where possible.
- SourceBrand Identity · Verbal system · The vocabulary · The customer wordsWhere it was observed — tickets, search or calls.
- SourceBrand Positioning · Frame of reference · The category · The customer categoryHow it was established — interviews, search terms or sales calls.
- SourceBrand Positioning · Frame of reference · The entry points · The situationsHow it was established, ideally from recent buyers.
- SourceBrand Positioning · Points of difference · The parity points · The standingHow the belief reading was established.
- SourceBrand Positioning · The positioning statement · The reason to believe · The verificationWho verified it, if anyone.
- SourceBrand Value · Associations · The scoring · The uniquenessHow uniqueness was established.
- SourceBrand Value · Loyalty · The behaviour · The share of spendHow it was established, which requires asking rather than reading records.
- SourceBrand Value · Valuation · The method · The inputsWhere it came from, which determines how defensible it is.
- SourceBrand Value · Valuation · The price premium · The comparison basisWhere the comparison price came from.
- SourceBrand Perception · Segment differences · The internal reading · The candidate viewWhere their impression comes from, which is rarely the careers page.
- SourceBrand Narrative · The story · The narrative · The originWho can verify it, since founding stories drift.
- SourceBrand Narrative · The tellers · The external tellers · The actual tellingWhere it appeared.
Vision Core2 places
Market Core18 places
- SourceMarket Opportunities · Sizing · The build-up · The countWhere the count comes from, since a register beats an estimate.
- SourceMarket Opportunities · Sizing · The build-up · The priceWhere the price figure comes from.
- SourceMarket Opportunities · Sizing · The sanity check · The comparatorWhere it comes from.
- SourceMarket Opportunities · Growth and direction · The rate · The forecastWhere the forecast comes from — inherited or built.
- SourceMarket Opportunities · Opportunity assessment · The attractiveness · The scoreWhat the score rests on.
- SourceCompetitors · The competitor set · The set · The reviewWhat it was rebuilt from.
- SourceCompetitors · Capability comparison · The dimensions · The criteriaWhich deals or interviews it came from.
- SourceCompetitors · Capability comparison · The comparison · The evidenceWhat the assessment rests on.
- SourceCompetitors · Capability comparison · The evidence · The sourcesDirect evaluation, customer report, published material or impression.
- SourceCompetitors · Reading their strategy · The inferred intent · The goalWhat behaviour the inference rests on.
- SourceTarget Audience · Segmentation · The basis · The variableWhere the data for it comes from.
- SourceTarget Audience · The profile · The situation · The contextHow this was established.
- SourceTarget Audience · The profile · The evidence · The sourcesInterviews, support records, sales notes or usage data.
- SourceTarget Audience · Where they are · The places · The locationsHow this was established, ideally by asking customers.
- SourceCustomer Journey · Attribution · The unobservable · The proxyWhere the proxy comes from.
- SourceMarketing Channels · Channel selection · The fit · The audience presenceWhere the figure comes from.
- SourceMarketing Channels · The mix · The interactions · The liftsHow the effect was established.
- SourceContent Calendar · Seasonal moments · The audience calendar · The sourceWhere the moment came from.
Data Core2 places
- SourceKPI management · Targets and thresholds · The target · The basisWhat the derivation rests on.
- Verified againstData Collection · Data quality · The measures · The accuracyWhat external reference was used.
Omni Core11 places
- SourceCustomer Journey Mapping · Mapping the journey · The stages · The emotionHow that was established.
- SourceCustomer Journey Mapping · Channel handovers · The context loss · The repetitionHow the measurement was taken.
- SourceCustomer Feedback · Closing the loop · The response rate · The diagnosisHow the cause was established.
- SourceUI and UX Optimization · Design decisions · The rationale · The problemHow the problem was established — observation, data or assumption.
- SourcePersonalization · The signals · The signal set · The signalsWhere the signal comes from.
- SourceLoyalty Programs · The economics · The liability · The breakageWhat the estimate is based on.
- SourceLoyalty Programs · The economics · The return · The incremental revenueHow it was established.
- SourceLoyalty Programs · Behaviour change · The measured change · The redistributionHow the distinction was established.
- SourceOmnichannel Integration · Continuity of state · The visibility · The usageHow usage was established.
- SourceOmnichannel Integration · The seams · The seam list · The seamsHow it was identified.
- SourceOmnichannel Integration · The seams · The cost · The volumeHow the volume was established.
Time Core7 places
- SourceMarket Timing · Market readiness · The existing spending · The spendHow the figure was established.
- SourceMarket Timing · Signals to watch · The indicators · The signalsWhere the reading comes from.
- SourceMarket Timing · Signals to watch · The indicators · The leadWhat the estimate is based on.
- SourceGolden Opportunities · Qualifying · The deadline · The windowHow that was established.
- SourceContingency Planning · The fallback plan · The lead time · The totalHow it was established.
- Fixed byYear Wheel · Fixed points · The immovable · The listWhat makes it immovable.
- SourceYear Wheel · Load across the year · The real capacity · The baselineHow it was estimated.
Every attribute type in the framework is listed in the attribute library.