When we say ‘evidence’’, we basically
mean information. It may be based on
numbers or it may be qualitative or
descriptive. Evidence may come from
scientific research suggesting generally
applicable facts about the world, people, or
organizational practices. Evidence may
also come from local organizational or
business indicators, such as company
metrics or observations of practice
conditions. Even professional experience
can be an important source of evidence, for
example an entrepreneur’s past experience
of setting up a variety of businesses should
indicate the approach that is likely to be the
most successful.