Promise × Credibility
Executive Interview Coach
PromiseVery Weak
Evidence burdenVery Weak
Design moves
0 / 2
1
Choose the Promise
One only. Bigger claims cost more to prove.
Desirability ↓Evidence burden ↓
Desirability ↑↑Evidence burden ↓
Desirability ↑↑Evidence burden ↑↑Outside provider control
Desirability ↑↑Evidence burden ↑↑Outside provider controlSupport: thin
2
Choose Credibility mechanisms
Pick up to 2. Evidence has to demonstrate the thing you claimed.
Proof ~Social proof
Choose a Promise first.
Proof ↑Social proof
Choose a Promise first.
Proof ↑
Choose a Promise first.
Proof ↑↑Self-evidencingCustomer-specific
Choose a Promise first.
The buyer verifies the change in their own performance instead of trusting your claim about it.
Proof ↑Self-evidencingCustomer-specific
Choose a Promise first.
Proof ↑Customer-specific
Choose a Promise first.
Proof ↑Self-evidencingCustomer-specific
Choose a Promise first.
Not available — This scenario has no controlled outcome data. You cannot invent it.
Not available — The provider cannot truthfully guarantee a decision other people make.
Start with the Promise.