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
- Real-time biddingThe search label “RTB” can route to both entries.
- Reason to believeThe search label “RTB” can route to both entries.
Sources & evidence · 5
Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.
- Strategyzer — Business Model Canvas resourcesSupporting source family · practitioner · checked 2026-08-16
- Strategyzer — Value Proposition Canvas resourcesSupporting source family · practitioner · checked 2026-08-16
- LEANSTACK — Lean CanvasSupporting source family · practitioner · checked 2026-08-16
- U.S. Department of Justice Antitrust Division — Herfindahl-Hirschman IndexSupporting source family · primary · checked 2026-08-16
- U.S. Census Bureau — Business and economy dataSupporting source family · primary · checked 2026-08-16