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Dictionary by pitch.dog
Needs, jobs & value propositions · Core

Reasons to believe

Also called: RTBs, RTB

ELI5

Proof that makes the promise credible.

Used in conversation

“Add a customer result as a reason to believe.”

Definition

Evidence supporting a value proposition or marketing claim.

Here “Reasons to believe” means: Evidence supporting a value proposition or marketing claim.

Pitch context

You will see “Reasons to believe” in strategy decks, market analyses, business plans and planning workshops when the discussion reaches needs, jobs & value propositions.

Why it matters: It helps a reader interpret needs, jobs & value propositions without confusing the measure, decision, role or evidence being discussed.

Connected terms

When the words have to travel

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Sources & evidence · 5

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.