A level in the framework
Objects
A named area within a core — Finance, Brand Positioning, Target Audience. Around fifty across the whole framework.
The concept
What a object is
Objects are the level most people actually work at. They are recognisable as subjects in their own right: you can hold a meeting about the value proposition, assign someone to the content calendar, or find a book about brand positioning.
They are also the level where the framework connects to everything else. The established models — Porter, the Business Model Canvas, the Balanced Scorecard — attach to objects rather than to cores, because objects are specific enough to instrument.
Telling it apart
Where the level begins and ends
Above against cores
A core is a domain; an object is a subject within it. Finance is an object because it is one recognisable area, not a collection of unrelated ones.
Below against modules
An object contains modules. Budgeting is not an object — it is one of several things Finance covers, alongside forecasting and cash flow.
The test
Does it belong here?
Would someone recognise it as a subject?
Objects have names people already use. If you had to invent the term, it probably belongs a level down.
Could you name a model for it?
Most objects have at least one established instrument attached to them. That is a good sign it is a real subject rather than a subdivision.
In the framework
Examples
- Purpose
- Value Proposition
- Brand Positioning
- Target Audience
- KPI management
- Year Wheel
Around fifty objects describe a complete business. That number is what makes the field finite, and therefore learnable.
The library
Every object in the framework
50 objects in all. Objects with their own page are linked; the rest are named but not yet written.
Goal Core5
- PurposeGoal Core
- Short term goalsGoal Core
- Long term goalsGoal Core
- Tactical goalsGoal Core
- Strategic goalsGoal Core
Business Core12
- HRBusiness Core
- Value PropositionBusiness Core
- MonetisationBusiness Core
- Core CompetenciesBusiness Core
- Business AssetsBusiness Core
- Operational SystemsBusiness Core
- PartnersBusiness Core
- StakeholdersBusiness Core
- FinanceBusiness Core
- Supply ChainBusiness Core
- Manufacturing OperationsBusiness Core
- ComplianceBusiness Core
Brand Core6
- Brand promiseBrand Core
- Brand IdentityBrand Core
- Brand PositioningBrand Core
- Brand ValueBrand Core
- Brand PerceptionBrand Core
- Brand NarrativeBrand Core
Vision Core2
- Vision StatementVision Core
- Mission StatementVision Core
Market Core8
- Market OpportunitiesMarket Core
- CompetitorsMarket Core
- Target AudienceMarket Core
- Customer JourneyMarket Core
- Marketing ChannelsMarket Core
- Content TypeMarket Core
- Content CalendarMarket Core
- Sales ChannelsMarket Core
Omni Core7
- Customer Journey MappingOmni Core
- Customer FeedbackOmni Core
- Customer SupportOmni Core
- UI and UX OptimizationOmni Core
- PersonalizationOmni Core
- Loyalty ProgramsOmni Core
- Omnichannel IntegrationOmni Core
Data Core5
- KPI managementData Core
- Data CollectionData Core
- Performance AnalysisData Core
- ReportingData Core
- Data GovernanceData Core
Time Core5
- Project managementTime Core
- Market TimingTime Core
- Golden OpportunitiesTime Core
- Contingency PlanningTime Core
- Year WheelTime Core
The other levels
Cores
One of the eight domains a business is made of. The Goal Core sits at the centre with purpose in it; the other seven turn around it.
LearnModules
A working sub-area of an object, where one is needed. Budgeting within Finance; segmentation within Target Audience.
LearnComponents
A concrete deliverable or mechanism within a module — something that exists afterwards which did not exist before.
LearnElements
A constituent part of a component — the sections a deliverable is actually built from.
LearnAttributes
The smallest level: a single property an element carries. Attributes are shared across all eight cores rather than defined in each.
Learn