The intent

Whether they are looking for something like this.

The part

What it is

High intent means the demand already exists and the task is to be found. Low intent means the demand has to be created, which is slower and measured differently.

Confusing the two is what produces disappointment with brand-building channels judged on conversion.

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.

Intent level
High, low or none.
Choice shared type
What they are doing instead
What brought them there, where intent is low.
Text shared type
Appropriate measure
Whether conversion or attention is the right measure here.
Choice shared type