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.