Reading
The key rule is simple: do not treat opinions as facts. When a decision depends on a statement, pause long enough to ask what kind of statement it is.
Key points
- Label the statement before arguing about it.
- Ask what evidence would prove or weaken the statement.
- Be specific: name the record, customer signal, or observation you would check.
Examples
Unsupported claim
People are not responding because the offer is too confusing.
Evidence to request
Response rates by offer version, call notes, and customer objections.