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C6. Behavioral Evidence of Choice (observable commitment)

Construct: success + preference manifest in observable choice behaviors appropriate to the model (continuous usage, renewal, expansion, repurchase, referral, etc.). Qualifier (“skin in the game”): strong evidence involves spending at least one material “currency” for the ICP, with materiality relative to ICP and relationship stage: money, time/effort to obtain value, or social/political capital. Critical distinction: time as commitment (to obtain value) ≠ time as lock-in (procedural cost to exit).

Application​

Rule: count as ‘time-currency’ only the time the ICP invests to obtain value, not time “lost” to undo/migrate.

Examples​

Example 1 — Self-serve B2B SaaS (money + time to obtain value) Unit (C1 summarized): SMEs → “close month-end faster” → financial SaaS → vs spreadsheet/accountant.

Agent/DMU: user=finance; buyer/decider=owner/finance (often the same in self-serve).

C6 works (observable commitment):

  • Money: exits trial and pays (without “discount that changes the deal”) + renews in natural cycle.
  • Time to obtain value: integrates bank/ERP, configures standard rules, and uses in real close (time invested to get value).
  • Choice behavior: adds 2nd account/branch (expansion) or buys adjacent module after outcome appears.

C6 does not work (weak / confounded signals):

  • “Many logins” in trial, but no one pays/renews.
  • Usage exists because someone “forces it” (internal policy), and the team just clicks without obtaining the outcome.
  • Observed “time” is mostly painful migration/training and integration dependency — this can be exit cost, not value commitment.

Example 2 — Enterprise (political capital + budget) Unit: regulated company → “observability with audit/control” → platform → vs incumbent / internal.

Agent/DMU: user=SRE/Platform; buyer/decider=Champion + Security + Procurement.

C6 works (real political skin):

  • Champion secures Security/Procurement approval, puts project on roadmap, and allocates internal team (political capital).
  • Signs contract (money) and rolls out to additional teams/environments (expansion).
  • Trains operations and embeds into runbooks (routine change with commitment).

C6 does not work:

  • PoC is “praised” by users, but no sponsor backing internal risk, no budget, and no rollout.
  • “Renewed” only because contract/penalty locked it (retention exists, but behavior is not voluntary under feasible switching — risk of confusion with lock-in).

Example 3 — Marketplace (time + reputation/operations) Unit: restaurants → “sell through delivery with predictability” → marketplace → vs another marketplace / direct order.

C6 works:

  • Time/operations: restaurant takes photos, registers full menu, adjusts production, and keeps operations active at peaks (time to obtain value).
  • Money: accepts fees/commissions because alternative (direct order/other app) is available.
  • Reputation: responds to reviews, maintains SLA, uses platform as priority channel (recurring operational commitment).

C6 does not work:

  • Initial signup is “nice,” but restaurant does not keep menu/hours updated nor meet SLAs (no recurring commitment).
  • “Stays” because exclusivity/penalty/equipment locked it — this may be switching cost, not choice.

Example 4 — Product with referral (social capital as currency) Unit: team/function with dense network (e.g., creators, product teams) → “do X better” → tool → vs status quo.

C6 works:

  • User makes effective referral (invitation that converts), publishes use case, or advocates internally for adoption (social/political capital).
  • This evidence type is strong because it “spends reputation” if it goes wrong (social skin in the game).

C6 does not work:

  • High NPS / “I would recommend” without any real referral.
  • “Shared” only due to incentive (coupon), with no repetition.

Practical rule (C6)​

  • Strong evidence = choice + material currency.
  • And when the “currency” is time, ask: is it time to obtain value (commitment) or time to exit (lock-in)?
  • C6 “choice with currency” often appears in the buyer/decider — money/politics — even when operational success is with the user.