Match the strength of the claim to the evidence

Understand the decision

Evidence supports a claim within a scope. A screenshot can show that a screen exists. A completed walkthrough can show that a task worked in that setting. A customer account can describe their experience. None automatically proves that the product caused a business outcome or will do so for everyone.

Write the intended claim first, then inspect whether the source actually supports it. Include date, sample, relevant conditions, and permission to quote. A before/after improvement may coincide with a new audience, another release, or seasonality. Keep those competing explanations attached.

Put it to work

Maintain a small register with claim, source, limitation, and allowed wording. If the source is weak, narrow the wording or design the next check. Do not upgrade a founder report to verified revenue merely because it appears in a dashboard. Verified labels require an appropriate source and reconciliation process.

Retain contrary evidence and corrections. A trustworthy proof library is useful during product development as well as marketing because it reveals where the promise is ahead of delivery. Update or withdraw stale claims rather than leaving old screenshots to imply current capability.

Common mistake

Using a testimonial about convenience to support a claim about revenue or technical correctness.

Put this to work

Save one claim, its evidence, limitation, and defensible wording.