Evolution · The continuity cost · Element
The accumulated
What has been built up in the current narrative.
The part
What it is
Years of repetition, the share of the market that knows the story, and the associations that have attached to it.
Measured roughly from the perception work, which already holds most of the inputs.
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 continuity cost
The direct cost
What changing it would cost to execute.
LearnThe overlap period
How long both stories would be in the market.
Learn