Brand values · The traceability · Element
What was softened
What the outward wording lost against the internal commitment.
The part
What it is
Internal wording is blunt because it has to settle disagreements. Outward wording is smoothed because it has to be read by people with no context, and the smoothing is where a value stops excluding anything.
Writing down what was lost keeps the softening a decision. Left unrecorded it accumulates, and the outward set drifts into a description of the category while the internal one stays sharp.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
The other elements in the traceability
The parent
Which core value the outward value comes from.
LearnThe unsaid
Core values that are never stated outwardly.
Learn