Decide What To Do When Proof Is Thin
Navigate the right response when a proposal claim outpaces available proof.
The fork A strong claim is ready to go. The proof pack is not. Framework lens Proof before flourish Shipley asks whether the claim is discriminating and supportable. The value proposition asks whether the gain is worth stating. The executive summary asks whether the buyer can believe it on first read. Fast rule If proof is weak, either narrow the promise or change the claim to an outcome you can substantiate. Credible persuasion beats dramatic overclaiming. A weaker but supportable claim usually outscores a dramatic unsupported one. Assess the gap The customer pain is real, but your proof only partially…
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