Also, keep in mind that building a business case with the expectation of gaining funding is a selling activity. In order to identify and present the perceived value of your proposal, you must supplement your hunches with solid evidence that supports your project's hypothesis. Your ability to collect the right evidence is influenced by your ability to tactfully and skillfully request, gather, and organize information.

To be effective at gathering the right evidence, you will engage in a process called discovery. This process includes four primary activities, which are: