Differentiation · The deliberate weaknesses · Element
The excluded customers
Who the offer is deliberately not for.
The part
What it is
Naming this improves the sales process more than most sales training does, because the largest cost in a pipeline is the wrong opportunities in it.
It also protects the product, which otherwise accumulates requirements from customers it was never meant to serve.
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.
Segment
Who this is not for, named specifically enough to be recognised in a pipeline.
Entity shared typeReason
Why they are better served elsewhere, which makes the disqualification usable in a conversation.
Reason shared type
The other elements in the deliberate weaknesses
The trade-off
What is given up, and what strength it buys.
LearnThe drift check
Whether the organisation is quietly closing its own trade-offs.
Learn