The positioning statement · The reason to believe · Element

The basis

What the claim actually rests on.

The part

What it is

A capability, an asset, a track record, a structural arrangement, or an external verification. Ranked roughly in that order of durability.

Where the basis is a person or a single customer story, it is fragile and should be recorded as such.

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.