Appendix D

Commitment Evidence Ladder

Introduced in Chapter 8. Reused in Chapters 13, 14, 20, 22, and 23.

Evidence gets progressively more expensive to produce, and its value rises with its cost. Lower rungs are not useless; they are weaker. One higher-rung event does not generalize. Never describe evidence from a lower rung as if it came from a higher one.

expressed pain → agrees to evaluate → accepts a price → dated pilot or conditional commitment → pays → renews

Expressed pain What the buyer did: Described the problem, perhaps with frustration; What it proves: The problem is recognized; What it does not prove: That it is costly, urgent, or theirs to solve

Agrees to evaluate What the buyer did: Scheduled time; supplied a real case or data; What it proves: The problem is worth an hour; What it does not prove: That they value the solution or can buy

Accepts a price What the buyer did: Heard a specific number and did not decline; What it proves: The number is not disqualifying in context; What it does not prove: That they will pay it

Dated pilot or conditional commitment What the buyer did: “If X by date Y at price Z, we proceed”; a paid pilot; What it proves: Purchase intent tied to specific conditions; What it does not prove: That the purchase will follow if conditions are met

Pays What the buyer did: Moved money under real terms; What it proves: Expected value exceeded price plus risk for this buyer; What it does not prove: That value was realized; that others will pay

Renews What the buyer did: Paid again with knowledge of what the first payment bought; What it proves: Realized value justified continued commitment; What it does not prove: That the business repeats or the economics work

Using the ladder. Place every current “lead” on the rung their observed behavior supports, not the rung the conversation felt like. Then ask each for the next rung up, not for the top. A prospect at “expressed pain” should be asked to evaluate, not to sign an annual contract. Weak commercial evidence includes: “cool idea,” “I’d use this,” “let me know when it’s ready,” a feature request, a signup, a download, free usage, and social engagement. All of these sit at or below the first rung.