{"id":1127,"slug":"rule-radius-matched-peer-social-proof-only","title":"R6 — Build social proof from radius-matched peers; case-study library prioritized by (trade × business size × region) coordinates","kind":"rule","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["psychology-aversion","persuasion-design"],"reference_body":"**Rule:** A case-study library dominated by non-trades or non-regional clients **actively de-persuades**. The CRM-prioritized goal is a published case from every relevant intersection of (trade type × business size × region) Candid services.\n\n**Why:** Provincial norms ([[goldstein-cialdini-griskevicius-2008-provincial-norms-hotel-towel]]) outperform general descriptive norms; identity signaling ([[berger-heath-2007-identity-signaling-de-persuasion]]) means out-group cases are not neutral filler but negative signal.\n\n**How to apply:**\n- Maintain an explicit map of (trade × size × region) intersections Candid wants case-study coverage in. Treat gaps as a marketing-asset deficit.\n- Lead pitches to a given prospect with the case study geographically + categorically closest to them. If no exact match exists, the closest available is still better than the highest-budget non-peer case.\n- A single well-documented case from a Cambridge mid-size framer is worth more than ten cases from tech companies. Resource allocation should reflect this — depth > breadth on radius-matched cases.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"research-brief-risk-aversion-post-failure-may-2026","title":"Research brief: risk aversion, loss aversion, and post-failure decision patterns in GC and trades-business decision-makers (May 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"goldstein-cialdini-griskevicius-2008-provincial-norms-hotel-towel","title":"Goldstein, Cialdini, Griskevicius 2008 (JCR) — provincial descriptive norms (\"guests in this room\") outperform general descriptive norms; reference-group proximity matters","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"berger-heath-2007-identity-signaling-de-persuasion","title":"Berger & Heath 2007 (JCR) — identity-signaling; consumers avoid choices of dissimilar others; non-peer cases actively de-persuade","kind":"reference","scope":"business","link_type":"depends-on"}],"incoming":[]},"created_at":"2026-05-25T13:13:31.102Z","updated_at":"2026-05-25T13:13:31.102Z"}