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.
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 is the whole story.
Defensible at exit
The output is a Value Evidence Record: standardised, auditable, identical in structure across every intervention. Built to survive an investment committee, an LP review and a buyer’s diligence team.
The full method, from the V1–V4 taxonomy to locked baselines and attribution designs, is operationalised in Value Lab