Definition
The method of framing key assumptions, related issues and the latest perceptions around the investment logic of particular opportunities is a key input to business reasoning, which is used extensively in the CPC.
In detail
Gotta Believes is a method for framing the key assumptions, related questions, and latest learnings in the investment logic surrounding a specific opportunity. It helps teams clarify which assumptions must hold true for the investment to succeed and continuously validate these assumptions. In a business case, it is a key input, ensuring decisions are based on facts rather than speculation. Unlike a general assumption list, it emphasizes the few critical points that "must be believed" and updates them dynamically. Its output is typically an assumption list with validation status and latest learnings.
Example in practice
When evaluating a new market entry opportunity, the team lists key must-believe assumptions: customers are willing to pay for remote services, existing channels can reach target customers, etc. They validate the assumptions through market research and pilots, finding that the first assumption does not hold, so they adjust the strategy. This avoids blind investment.