What it means
Evidence connects a claim to a source that someone can inspect. It includes conditions, limitations and a measurement period.
How to do the work
Record the baseline before delivery. Agree how results will be measured. Verify the result with the customer and obtain permission to publish. Give each proof asset an owner and a review date.
What to produce
A verified case, plus a record of what to change in the next offer.
A useful check
Could someone check this claim without taking our word for it?
See it in context
Follow all five practices through a concrete buying situation. Each example is illustrative and states its limits.
Explore the examples ↗