The Belief Bridge
Fig. 01: The bridge, plank by plank
Product → Buyer
Product
What the product does.
Buyer
What the buyer believes.
01
Evidence
It works for someone.
Hard, verifiable, on-the-record.
02
Analogy
It is like X but for Y.
A shape the buyer has lived through before.
03
Proof Point
It would work for me.
Closest reference by industry, size, stage.
04
Transfer
I can repeat this in my next meeting.
The plank vendors skip.
Verifiable
Familiar
Personal
Portable
The deal does not die in your meeting. It dies in their next one.
The fix
Build all four planks. In order. Never assume the buyer can translate.