Promise × Credibility
Weight-Loss Meal Service
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 ↑↑
Choose a Promise first.
Proof ↑Self-evidencingCustomer-specific
Choose a Promise first.
Proof ↑Self-evidencingCustomer-specific
Choose a Promise first.
Proof ↑
Choose a Promise first.
Proof ~Social proof
Choose a Promise first.
Proof ~
Choose a Promise first.
Not available — No trial has been run. This evidence does not exist here.
Not available — Too much of the outcome sits outside the service to promise a number.
Start with the Promise.