The Evidence Is Not Enough
Mar 16, 2021
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…