Evidence over claims
Something is better only when we can demonstrate that it is better.
Playbook · Chapter 03
We prove what works.
Something is better only when we can demonstrate that it is better. Every claim we make travels a chain of evidence. If the chain doesn’t hold, we don’t claim the value.
The evidence chain: attributing EBITDA to technology.
BaselineLocked before go-live. Never restated.
→
InterventionWhat we changed, precisely.
→
PerformanceDid the system perform better?
→
Operational impactWhat changed in the business?
→
AttributionWhat would have happened anyway?
→
Financial impactWhat value did that create?
Attribution, not correlation
Businesses move for many reasons. For every intervention we choose the strongest practical evidence design available, one that isolates what the intervention created from what the market did. And we check side effects (conversion, churn, quality), so the number we report reflects both the agreed benefits and any material side effects.
Defensible at exit
The output is a Value Evidence Record: standardised, review-ready, identical in structure across every intervention. Structured for IC, LP and buyer review.
Who verifies the verifier?
We build the intervention; the evidence must stand on its own. Before deployment, BUSAC and the client lock the baseline, metrics, evidence design and Stop / Modify / Scale thresholds; calculation logic, source lineage and assumptions remain reviewable; our fees are not tied to the impact we measure; and every Value Evidence Record is structured for independent review. The Referee Rule
The full method, from the V1–V4 taxonomy to locked baselines and attribution designs, is operationalised in Value Lab
Our Standard
Three principles that decide what we claim.
Measurement over opinion
Define the baseline, measure the outcome and quantify the difference.
Judgement at the gates
Scale, modify or stop is a human decision, informed by evidence. Never an automated default.