The comparison

How each alternative performs on the criteria the customer actually uses.

The part

What it is

The criteria must be the customer’s. A comparison on axes you chose will show you ahead, and it will not predict a single decision.

Comparisons kept honest are more useful internally than externally, which is a reason to keep an internal version that is never published.

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.

Criterion
A dimension the customer uses, not one you would prefer them to use.
Text shared type
Relative position
Better, comparable or worse — recorded honestly, including where it is worse.
Choice shared type
Source
Whether the assessment comes from customers, from research or from internal opinion.
Source shared type