The Evidence Is Not Enough

An opened book with a picture of a big wave.

If you’re making a bold claim, you better present the evidence that verifies it.

But the evidence alone won’t be enough. People will still be biased; customers will always have doubts. And evidence won’t change their perspective or opinion.

For that, you’ll need a story. A story that is aligned with their current narrative, which clearly speaks to them, lets them know that you understand…