The identity–image gap · The priority gaps · Element
The consequence
What behaviour the misperception affects.
The part
What it is
Purchase, consideration, price acceptance, recommendation or recruitment. A gap affecting none of these can be recorded and left.
Sizing the affected behaviour is what makes prioritisation possible rather than a matter of who feels most strongly.
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.