Not all evidence carries the same weight. Compliments, survey enthusiasm and social media likes feel encouraging, but they cost the customer nothing.
Stronger evidence involves commitment. Someone gives their time to a detailed follow-up, shares real data, introduces a colleague, agrees to a pilot or pays, even a small amount. Each step asks more of them, and so tells you more.
Behaviour matters more than opinion. Repeat usage, return visits and customers asking when the next feature arrives are more reliable signals than a positive interview.
Record evidence carefully: who said or did what, when, and in what context. Include the conversations that went badly. A clear, honest record is more persuasive to partners, and more useful to you, than a selection of the best quotes.