Framework

The Assumption Audit

The most dangerous words in a marketing meeting are: "We already know that." This tool helps you surface, label, and prioritize the beliefs shaping your strategy before they become traps.

How to use: List every belief your team holds about your audience, brand, and market. Don't filter for importance. Label each one honestly. Then focus your next quarter's learning on converting Assumed True and Inherited Truth into Proven Recently.
Proven Recently
Supported by data from the last 12 months. Current evidence that this is true in today's market.
0
Assumed True
You think it's right but have no current proof. The dangerous category.
0
Inherited Truth
You say it because it's always been said. Nobody remembers where it came from.
0

Your Beliefs

Add every belief your team holds as fact. Start with audience, then brand, then market. Aim for at least 10 before you stop.

Prompts:  In-person preference · Price sensitivity · Market demographics · Brand awareness

No beliefs added yet.
Start by listing what your team treats as fact.

Audit Results

0 Proven Recently
0 Assumed True
0 Inherited Truth

Assumption Risk Score

Label your beliefs above to see your diagnosis.