Name the unit
A platform-profile record, creator identity, audience estimate and product-searchable result are different units. We label the unit before using the number.
Editorial standard
Evidence first. Confidence second.
This standard governs MovesThem intelligence pages, guides and field notes. It exists to make our definitions, bylines, evidence and limitations visible enough to review.
Separate observation from interpretation
Stored facts, calculations, estimates and editorial judgment are not presented as the same kind of evidence.
Keep unknowns visible
Missing evidence stays unknown until it can be supported. Confidence language must match the available evidence.
Review by campaign context
Creator fit and risk depend on the market, category, audience and decision. We avoid universal verdicts detached from the brief.
Disclose the byline
Organizational desks are labeled as desks. Individual authors will be named only when their identity, role and disclosures are verifiable.
Record substantive change
Publication dates and meaningful review dates are kept distinct so freshness reflects actual editorial work.