- 01
Identify the work shown
State which organization did what and what the example represents. A redesign, an ongoing service, and a consultation are different scopes. Avoid implying responsibility for a result outside the verified work.
- 02
Describe the evidence
For a performance example, identify the measure, period, method, and relevant limitations. A screenshot without context can be difficult to interpret. A practice owner should be able to understand what was counted and why it matters.
- 03
Preserve permissions and context
Use only material approved for public presentation. Keep client names, images, statements, and data within the authorized scope. Do not turn an anonymized example into an identifiable story through unnecessary details.
- 04
Separate illustration from promise
Explain that an example describes a particular project rather than the guaranteed outcome of another practice. The next planning conversation should focus on the new practice’s facts, constraints, and objectives.
A planning exercise, not a client result
Put the idea to work
Planning exercise: an agency shows a website and describes a growth result. Ask whether the result belongs to that project, which measures support it, and what period was studied. The design and the performance claim should each have an identifiable basis.
What to watch for
- A design image treated as proof of growth
- An unexplained performance screenshot
- Client material used beyond its approved scope