Customer jobs and pains · The gain list · Element
The expectation level
Whether the gain is required, expected, desired or unexpected.
The part
What it is
This classification determines what the gain is worth. A required gain that is missing loses the deal; a required gain that is present wins nothing.
Levels drift downwards over time. Today’s unexpected gain becomes tomorrow’s expected one, which is why the list needs a review date.
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.
Level
Required, expected, desired or unexpected — the field that decides where investment pays.
Choice shared typeAssessed
Levels migrate downwards; without a date the classification quietly goes stale.
Date shared type