Brand promise · Deliverability · Component
The breaking point
Where and under what conditions the promise fails first — because there is always a first failure point and naming it is what allows it to be resourced.
The deliverable
What it is
A promise kept in normal conditions and broken during every peak is experienced as unreliable, because customers encounter the peak too.
The breaking point is knowable in advance. It is the step with the least headroom under the conditions the promise is most likely to be tested in.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The conditions
The circumstances under which the promise comes under pressure.
3 attributes: Condition · Frequency · When
LearnThe failure step
The part of the process that gives way first.
3 attributes: Step · How it fails · Cost to strengthen
LearnThe headroom
How much margin remains before the promise breaks.
3 attributes: Headroom · Trend · Watched by
Learn
Headroom shrinking is visible long before the first failure and is almost never watched. Assign it to someone.
The other components in deliverability
The cost to keep
What delivering the promise reliably requires, in capacity and in money — because a promise nobody has costed is a promise nobody has agreed to.
LearnThe operational commitment
What has been agreed internally to make the promise deliverable — because a promise operations did not agree to is one operations will not defend.
Learn