Favored explanation

Write down the story you already believe, stated as one specific testable claim and placed on the list as a candidate rather than the frame everything else gets judged against. Naming it out loud is what makes it beatable.

Write down the story you already believe, stated as one specific testable claim and placed on the list as a candidate rather than the frame everything else gets judged against. Naming it out loud is what makes it beatable.

Example

For the 30 percent sales drop you write: "The platform's search change pushed my listings below the fold, so fewer people saw them." Now it sits beside the price increase, the new competitor, and the nine-day stockout as one of four options, not the verdict.