Evidence or Elimination™ — Decide in weeks, not quarters
Stop guessing. Start deciding.
Evidence or Elimination™ is a short, pre-agreed decision gate. After two tight weekly reviews you’ll either have evidence that your current lever deserves more time—or a clean elimination so you can switch fast without politics or sunk-cost guilt.
Why this?
Teams don’t waste time on purpose. They drift because nobody knows when to stop, what counts as progress, or who calls it. Evidence or Elimination™ fixes that with a light contract: clear criteria, a decision date, and one page where the truth lives.
What it is (plain English)
A promise to make a keep / tune / kill decision after a short window.
A tiny loop (two weekly reviews, 20 minutes each) where your lever is visible.
A one-page summary you can share with leadership without a meeting.
No new platform. No theater. Just a better way to stop doing the wrong thing sooner—or double-down on the right thing with confidence.
What you get
A documented decision — Keep / Tune / Kill — with one-sentence rationale.
Your acceptance criteria applied — the ranges you agreed up front.
Updated dashboard — the needle, the notes, the decision log.
Next move — extend, pivot, or switch lever—with owners and dates.
We don’t promise a win in two weeks. We promise you’ll know whether today’s lever deserves another ten.
How it works
Agree criteria and a date
In your leadership kickoff we capture a First Question and simple acceptance ranges (what success looks like, what “good enough” looks like, what “stop” looks like).Make small, visible moves
Over ~10–14 days, you run the 20-minute weekly review twice. Each time you log one learning, one blocker, and one tiny change on a single dashboard.Decide—publicly
On the decision date, you apply the ranges you set. You keep, tune, or kill—then move on. The decision and the why are written down.
That’s it. Short, honest, useful.
Good examples (so you see it)
Product
Question: Does the guided setup help new EU users reach first value?
Criteria: Go ≥ 35%; Hold 28–34%; Kill < 28% (support tickets must not spike).
Result (week 2): 33% with stable tickets → Hold. Run one more variant + 5 user calls; decide again next fortnight.
Engineering
Question: Do smaller pull requests help us ship more often without breaking things?
Criteria: Go if deployments rise to ≥ 3/week and incidents don’t increase.
Result: 3/week, stable incidents → Keep. Make small PRs a team rule; keep logging weekly.
Growth
Question: Do LinkedIn DMs with Script B produce ≥ 15 qualified trials/week within CAC ≤ €300?
Result: 7 trials at €420 CAC → Kill. Eliminate channel for now; redeploy effort to partners.
When to use it
You’re starting a new bet and want a smart stop rule.
You’re stuck: activity high, movement low.
There’s disagreement on what “good” looks like.
You want evidence before promoting a tactic to “how we work.”
You need a board-ready decision without a big meeting.
What it’s not
Not a guarantee of improvement. It’s a guarantee of clarity.
Not an audit or a research project. It’s lightweight and live.
Not endless A/B fiddling. We pre-commit to a decision date.
How it fits with your journey
Briefing → feel the loop and decide if this is for you.
Needle Focus™ → define the needle and set the criteria/date.
Needle Launch™ → run two weekly reviews and reach Evidence or Elimination™.
Needle Loop License™ → keep the rhythm; small upgrades, quarter after quarter.
FAQs
Can we do this without the full Launch?
Yes—book Support Credits and we’ll facilitate the decision gate around your current weekly. Launch simply makes it smoother.
What if our data is messy?
We’ll use a starter signal and fix basics through Move-Ready Foundations™ first. Good enough to decide beats perfect later.
Does it have to be Friday?
No. The weekly review is day-agnostic and fits your existing ritual.
What if we “win” early?
Great—write down the why, confirm the decision on the date, and roll the pattern into your normal way of working.