
What
The only
(category)
___________

How
that
(differentiation characteristic)
___________

Who
for
(customer)
___________

Where
in
(market geography)
___________

When
during
(underlying trend)
___________
The only
(category)
___________
that
(differentiation characteristic)
___________
for
(customer)
___________
in
(market geography)
___________
during
(underlying trend)
___________