Value Proposition · Proof · Component
The proof set
The evidence behind each claim, matched to how strong the claim is and to what the audience would accept.
The deliverable
What it is
Different claims need different evidence. A performance number needs measurement; an outcome claim needs a customer willing to say it; a compliance claim needs a certificate.
What counts as proof is decided by the audience rather than by the claimant. A technical buyer and a finance buyer accept different things, and neither accepts a logo wall.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The evidence
The specific artefact supporting the claim.
3 attributes: Evidence type · Source · Artefact
LearnThe strength match
Whether the evidence is strong enough for the claim it supports.
3 attributes: Claim · Match · Confidence
LearnThe currency
How current the evidence is, and when it needs renewing.
3 attributes: Evidence date · Renew by · Status
Learn
When evidence is weak, weakening the claim is faster than strengthening the evidence, and it is almost never chosen.