The identity–image gap · The comparison · Element
The distance
What is claimed and not returned, and returned and not claimed.
The part
What it is
Both directions matter. The first is a communication or credibility failure; the second is a perception the organisation is not managing at all.
Sizing the distance is more useful than characterising it, because size is what determines whether it warrants action.
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 comparison
The stated
What the organisation says it stands for.
LearnThe returned
What the market actually says, unprompted.
Learn