Your Business Model Canvas isn’t just a planning tool — it’s your ultimate scoreboard of evidence.
Each block starts as a hypothesis. As you collect insights:

• Supporting quotes push it toward validated

• Contradicting quotes mark it as invalidated

• No clear evidence yet? It stays neutral until more interviews are done

This visual feedback keeps your team aligned and helps you make decisions based on proof, not opinions.

Instead of asking, “Do we believe this is true?”, you can ask, “What does the evidence say?” — and your canvas will give the answer.