Self-Guided Activity (1)
go!
Take one ‘truth’ from your organisation or team. For example:
“Our audience doesn’t like long webinars.”
“We have to be on TikTok to reach younger customers.”
“This client will never approve a price increase.”
First, walk down the Ladder of Inference for that statement:
What facts or data did this originally come from?
What did someone choose to notice and ignore?
What assumptions were added?
Then, place the statement on the evidence ladder. Pure assumption, weak, moderate or strong evidence?
Ask yourself, ‘What would it take to move this one step up the ladder?’ This might be a small experiment, a simple analysis, or a quick conversation with a customer or stakeholder.
Note:
You do not need to prove everything beyond doubt. The goal is to become more conscious about when you are standing on solid ground and when you are standing on a story.
Self-Guided Activity (1)
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Created on February 10, 2026
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Transcript
Self-Guided Activity (1)
go!
Take one ‘truth’ from your organisation or team. For example: “Our audience doesn’t like long webinars.” “We have to be on TikTok to reach younger customers.” “This client will never approve a price increase.”
First, walk down the Ladder of Inference for that statement: What facts or data did this originally come from? What did someone choose to notice and ignore? What assumptions were added?
Then, place the statement on the evidence ladder. Pure assumption, weak, moderate or strong evidence?
Ask yourself, ‘What would it take to move this one step up the ladder?’ This might be a small experiment, a simple analysis, or a quick conversation with a customer or stakeholder.
Note:
You do not need to prove everything beyond doubt. The goal is to become more conscious about when you are standing on solid ground and when you are standing on a story.