230 Index
compelling argument, 166–171
basicparts of, 167–168
blend of objective and subjective
evidence in, 169, 170
Chain of Evidence in, 168
preponderance of evidence in, 170
prime examplesin, 171
story of success in, 169–170
competitive advantage, 20, see also
demonstrating value
complaint, 4
consu
mptive metrics, 202
contracts, learning, 110
contribution of training,evidence
for, 11, see also demonstrating
value
control factors, in Address step,
82–83
corporate juries, 5–6, 71–77
addressing issues of, see Address
ImportantJury Issu
esstep
capturing heartsandminds of,
169, 170
changesin,75
clarifying expectations of, 78–80
credibleevidence for,38
atEdwardJones, 74–75
expectations of, 38, 80–85, see also
expectations
forms of evidence for, 167, 169,
170, see also pre