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MAKE THE CHANGE
Instead of:
Polishing claims nobody has reason to believe.
Ask:
What evidence would make this promise credible?
EXAMPLE
A company promises rapid growth, but nobody can name a recent employee who actually advanced. Candidates have heard the claim before and keep asking the same skeptical questions.
HOW TO USE IT
Identify the claims candidates seem least willing to believe. Collect specific examples, people and outcomes that can prove those claims, then put the evidence where decisions are being made.
SAY IT TO LEADERSHIP
We're making promises that the people we need have no good reason to believe. Before we spend more making those promises louder, let's collect evidence that makes them credible.
NOT TO BE CONFUSED WITH
Choice Problem: a Proof Problem is one cause of a Choice Problem. People don't choose you because they don't believe what you say.
