The statement · The audience · Element
The actual customers
Who the organisation actually serves today.
The part
What it is
Read from the revenue rather than from the intention. The two diverge more often than anyone expects and the divergence is the finding.
Where they differ, the mission is describing a target rather than the present, which puts it in the wrong core.
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.
The other elements in the audience
The group
Who is served, in terms that exclude someone.
LearnThe not-for
Who the organisation is not for.
Learn