Message and thinking
Evidence selection
Choose the evidence that strengthens rather than the evidence you have.
The gapOverloading a good claim until it looks defensive.
When to use it
Any argument you expect to be questioned.
The steps
- State the claim.
- List all the evidence you have.
- Sort it into essential, useful, and unnecessary.
- Select the strongest.
- Say why it supports the claim.
- Deliver the claim with only that evidence.
You know it worked when
The evidence raises credibility without burying the claim.
What else it works, and why
- Intent
- Evidence is selected for what the communication has to establish.
Which drill is yours, in what order and at what dose, is not something a page can tell you. That is what a Discovery Call is for.
Take the AssessmentOr read the whole glossary first.