**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