Points of difference · The accepted trade-off · Element
The given up
What the brand accepts being ordinary or worse at.
The part
What it is
Named specifically enough that a proposal to fix it would be recognised as a departure from the position.
It should be something customers actually value, or it is not a trade-off.
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 accepted trade-off
The cost
What the trade-off actually costs in demand.
LearnThe drift check
Whether the organisation is quietly closing its own trade-offs.
Learn