The durability

How long the reason to believe will remain true.

The part

What it is

A reason a competitor could replicate in a quarter supports a campaign rather than a position.

Knowing the horizon is what determines how much to invest behind the claim and when to start building the next one.

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.

Expected hold
How long it is likely to remain true.
Duration shared type
What would end it
The specific development that would remove it.
Text shared type
Confidence
How well founded the estimate is.
Confidence shared type