Every claim needs a receipt.
Opinions, stories and data all have a place, but they aren't equal. Name which one you're holding before you act on it.
Opinion
“I Think…”
- A starting point, not a conclusion
- Ask: what would change your mind?
Anecdote
“A Customer Said…”
- Real but narrow; great for questions
- Ask: how often does this happen?
Data
“The Logs Show…”
- Broader, but check how it was collected
- Ask: what is this not measuring?
Test
“We Tried It And…”
- Strongest when it was set up fairly
- Ask: what else could explain this?
Ask: how do we know?