Select proof that helps early-majority customers trust a new product motion.
The proof gap Early adopters are enthusiastic. Cautious buyers ask for safety, peers, and repeatability. Proof must change as the audience moves from adventurous to pragmatic. Adopter proof Novelty proof -> Peer-safe proof Use social proof differently when the audience is no longer buying novelty. Vision quote Works for believers, weak for pragmatists The cautious buyer can imagine saying yes internally. Match proof to adoption risk. 01 Audience 02 Proof 03 Try Read the adopter type The buyer asks for similar customers, governance, and rollout detail.
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