{"id":2148,"slug":"blastland-2020-five-rules-evidence-communication","title":"Blastland et al. 2020 (Nature) — five rules for evidence communication","kind":"reference","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["uncertainty-communication","tier-design-principles"],"reference_body":"**Claim:** Blastland, Freeman, van der Linden, Marteau & Spiegelhalter (2020, *Nature* 587:362-364, \"Five rules for evidence communication\"):\n\n1. **Inform, don't persuade.**\n2. **Offer balance.**\n3. **Disclose uncertainties and evidence quality.**\n4. **State what you don't know / pre-empt misunderstanding.**\n5. **Share sources.**\n\n**Source:** Blastland et al. 2020, *Nature*. Peer-reviewed.\n\n**Confidence:** Verified.\n\n**Why this matters for Candid:** Defines the credibility-vs-gimmick distinction for the widget. Honest diagnostics inform, balance, disclose, qualify, and cite. Lead-gen graders persuade, sell, hide, certify, and self-source. The widget MUST hit all five rules — applies directly to [[rule-show-result-before-email-gate]] (share before capture), [[rule-replace-vague-hedging-with-conditional-framing]] (disclose), and the \"earned tier\" pattern ([[earned-tier-credibility-mechanism]] — share sources/drivers).","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"earned-tier-credibility-mechanism","title":"The \"earned tier\" — credibility comes from showing the inputs that produced the result","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"rule-show-result-before-email-gate","title":"Rule — Show the result BEFORE any email gate","kind":"rule","scope":"business","link_type":"depends-on"}],"incoming":[{"slug":"research-brief-smb-widget-presenting-tiers-june-2026","title":"Research brief: SMB widget presentation layer — tiered results without overclaiming (June 2026)","kind":"reference","scope":"business","link_type":"depends-on"}]},"created_at":"2026-06-23T20:03:32.411Z","updated_at":"2026-06-23T20:03:32.411Z"}