Opportunity assessment · The fit · Element
The requirements
What winning here would require.
The part
What it is
Capability, distribution, credibility, capital and the right to be considered at all. Each is a separate requirement with a separate route.
Credibility is the one most often assumed and least often held: an organisation unknown in a category starts from behind regardless of its product.
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.