Blastland et al. 2020 (Nature) — five rules for evidence communication

Claim: Blastland, Freeman, van der Linden, Marteau & Spiegelhalter (2020, Nature 587:362-364, "Five rules for evidence communication"):

1. Inform, don't persuade.
2. Offer balance.
3. Disclose uncertainties and evidence quality.
4. State what you don't know / pre-empt misunderstanding.
5. Share sources.

Source: Blastland et al. 2020, Nature. Peer-reviewed.

Confidence: Verified.

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 the result BEFORE any email gate (share before capture), Rule — Replace vague hedging with confident conditional framing (disclose), and the "earned tier" pattern (The "earned tier" — credibility comes from showing the inputs that produced the result — share sources/drivers).