Proof of Concept: Why Evidence Matters

In a world full of deception and lying, it’s only natural that many people would develop a strong sense of skepticism. It’s a defense against the scams and cons that prevail. This creates a cultural ecosystem of disbelief. The question is, how do you communicate an honest message and promote a cause or brand you believe in without being drowned out by naysayers and a tendency to doubt? 

One answer is to prove your concept repeatedly until it is undeniable. If you believe something to be true, then show it. Show how it works. Show what doesn’t work. Explain why. Doing the work of proving a concept is the best way to build credibility. You must earn people’s trust.

Accountability is the key to credibility. If you believe something to be good for you, then showing how it works only makes sense. This is one of the reasons why we value live performances. Without the ability to edit, the live performance creates the appearance of credibility, it is proof of the performer’s abilities.

The most effective way to prove your concept is with consistency. If you can repeatedly come up with the same results, then you have an art. If you achieve your desired goal, but can’t repeat it, then you might have just been lucky. It is through consistent repetition that we gradually grow to believe that someone is honest and that something they are promoting is true. The proof is in the evidence.