The evidence chain
Every customer hypothesis links back to evidence and forward to a test. Select any node to see what it represents.
- Venture: The product and market you are testing.
- Assumption: What the founder currently believes to be true.
- Problem: Friction, costs and failed workflows people experience.
- Segment: A competing group who may experience the problem.
- Evidence: Observations, interviews, comments and behaviour.
- Person: A possible user, buyer, champion or introducer.
- Experiment: An action designed to answer one unknown.
- Response: Ignored, replied, interviewed, piloted or paid.
- Commitment: What the person agreed to do next.
- Payment: Money committed — the strongest possible signal.
What belongs in the graph
What counts as evidence?
A strength ladder from weakest (1) to strongest (7).
- 1
Founder belief
An assumption with no external support.
- 2
Public signal
A complaint or post visible to anyone.
- 3
Reported recent behaviour
They told you what they did recently.
- 4
Observed workaround
You saw them working around the problem.
- 5
Shared data or workflow
They showed you how the work happens.
- 6
Repeated use
They returned to the behaviour unprompted.
- 7
Deposit, signed pilot or payment
Money committed — the strongest signal.
Evidence card anatomy
Every piece of evidence is captured with the same fields, so confidence is always traceable.
"We spend two days a week re-surveying sites after design changes."
- Source
- Interview, site lead
- Date captured
- 14 Aug 2026
- Segment linked
- Mid-tier firms
- Person linked
- J. Okafor
- Evidence type
- Workaround
- Confidence
- Observed
- Supports / contradicts
- Supports the problem
- Founder note
- Budget owner still unknown
Resultory does not hide uncertainty. Every recommendation shows what is observed, what is reported, what is inferred and what is still unknown.