**We believe that…** [ state your hypothesis ] **To verify that, we will…** [ outline the experiment you will run ] **And measure…** [ state the KPI/s ] **We are right if…** [ set a target result ] _Example:_ **We believe that…** industry podcasts are a powerful way to reach our target audience **To verify that, we will…** reach out to 30 podcasts and offer to be a guest - we will also prepare a special promotion for the audience of the podcasts that feature us **And measure…** the number of landing page views, sign-ups **We are right if…** we hit 15k views over 5 podcast features and at least 150 sign up