Shifting perception · The disconfirming evidence · Element
The exposure
How people actually come across it.
The part
What it is
The evidence has to reach the people holding the belief, who are frequently not the people the organisation currently communicates with.
Non-customers holding an outdated belief will not encounter evidence delivered through customer channels.
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.