BI-301c · Module 1

Evidence Layering

3 min read

Each claim in the value narrative must be supported by layered evidence — not a single data point but multiple supporting elements that make the claim feel inevitable. The layers: a quantified metric (the number), a peer comparison (the context), a trend direction (the trajectory), and a customer-specific example (the proof). "Your retention is 94.2% (metric). That is 82nd percentile across 47 peers (comparison). It has improved from 89% to 94% over three years (trajectory). Your largest customer renewed for the fourth consecutive year last quarter (proof)." Four layers. One claim. Unassailable.

Do This

  • Support every claim with at least two evidence layers — the number and the comparison at minimum
  • Lead with the most specific evidence — "94.2%" is more credible than "above average"
  • Include trend data when available — trajectory adds narrative momentum to static benchmarks
  • Reference customer-specific proof when the customer provides it — their own data is more persuasive than third-party benchmarks

Avoid This

  • Make claims without evidence layers — unsubstantiated value claims sound like marketing, not intelligence
  • Over-layer evidence until the narrative becomes tedious — two to three layers per claim is optimal
  • Use the same type of evidence for every claim — vary the layers to maintain reader engagement