Frame of reference · The comparison set · Element
The alternatives
Everything the customer would consider instead.
The part
What it is
Direct competitors, substitutes from other categories, building it internally, and continuing as they are.
Ranked by how often they actually appear rather than by how seriously the organisation takes them.
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 set
The loss analysis
Where the brand actually loses, and to what.
LearnThe inaction case
Why a customer would reasonably do nothing.
Learn