Hello - it’s me, Kev - The Case Study Guy
Nobody really cares about proof.
Yesterday I broadened the scope of my business.
Alongside The Case Study Guy, I’ve launched Kev Anderson Consulting - focused on Product Marketing and go-to-market work.
That doesn’t mean the end of The Case Study Guy.
And it definitely doesn’t mean the end of this newsletter.
If anything, I feel more galvanised than ever.
A blunt observation about proof
In my LinkedIn post announcing the launch, I shared a rather blunt observation about the role of proof inside most organisations:
“The reality is that not enough people really care about proof. Not because it isn’t important - but because most teams are juggling bigger fires: pipeline, launches, retention, hiring, budgets. Proof often gets pushed down the list, or treated as a quick task for a tool.
I still believe it matters. I’m just choosing to lead with the broader work I do best - product marketing and go-to-market - with proof and storytelling as part of that mix.”
That shift is important.
For a long time I positioned myself very narrowly around case studies and proof. But the reality is that proof only becomes powerful when it sits inside a bigger commercial system - positioning, proposition, product marketing, and go-to-market.
So no, I’m not giving up on proof.
Far from it.
The Prove It Manifesto (the core)
In fact, I’m currently drafting something I’m calling The Prove It Manifesto.
It’s an attempt to articulate something I’ve believed for years: that in a sceptical market, evidence matters more than ever. Buyers are not just looking for compelling messaging or confident promises. They want to know that what you’re saying actually survives contact with reality.
The full manifesto is still being shaped, but I wanted to give subscribers to Proof Points an early look at the heart of it.
Here’s the core of the thinking:
We believe positioning is essential, but insufficient.
We believe propositions must inspire, and also withstand scrutiny.
We believe proof is not a marketing afterthought, but a strategic asset.
We believe every claim should be evidenced.
We believe scepticism is rational.
We believe trust is engineered.
We believe go-to-market excellence requires demonstrable outcomes.
We believe case studies are not content. They are risk-reduction tools.
We believe testimonials are not decorations. They are signals.
We believe data is not persuasive because it is impressive. It is persuasive because it is relevant.
We believe that in competitive markets, credibility compounds.
We believe that if you cannot prove it, you should not promise it.
We believe that alignment between positioning, proposition and proof is the difference between momentum and stagnation.
We believe belief must be earned.
And we believe that in a world saturated with claims, the organisations that win will not be the loudest - they will be the most defensible.
The full manifesto will appear here in the next few weeks.
Quick question for you
For now, I’d love to know your view.
Would you sign up to a Prove It Manifesto?
Do you believe evidence and proof deserve a bigger role in how B2B companies position, sell and go to market?
Or has the industry quietly decided that storytelling alone is enough? Hit reply and tell me honestly your take on this.
Cheers,