Identify evidence gaps
Some firms have experience but have never documented it. Turn those gaps into a production plan. Common gaps include:
- No case studies
- No representative matters
- No original research
- No professional commentary
- No named methodology
- No videos
- No independent recognition
- No recent testimonials
- No author profiles
- No speaking record
- No consistent biographies
Example
If the firm claims to understand dental practice acquisitions but has no public evidence:
- Create an acquisition guide
- Publish a checklist
- Record an interview with the transaction attorney
- Develop an anonymized case study
- Pitch commentary to dental publications
- Appear on a dental business podcast
Deliverable
Create a proof development plan.