01 / EVIDENCE
THE CLAIM COMES
BEFORE THE STYLE.
Primary sources first.
When available, we prioritize company filings, official documents, original research, direct datasets, public records and first-hand statements over summaries of summaries.
Strong claims need strong support.
A clean narrative is not evidence. Causal claims, numbers and historical assertions are checked against sources appropriate to the claim.
Uncertainty stays visible.
Where the evidence supports correlation, interpretation or a plausible mechanism rather than certainty, the language should say so.
02 / INTERPRETATION
EXPLANATION IS NOT
THE SAME AS PROOF.
Many IWL stories combine documented facts with an editorial interpretation of why those facts matter. We separate those layers instead of presenting an attractive theory as settled fact.
03 / AI
AI CAN ASSIST.
IT CANNOT VERIFY.
AI tools may be used for brainstorming, research discovery, outlining, editing, design or production support. They are not treated as authoritative sources. Factual claims intended for publication are checked against underlying sources, and final editorial judgment remains human.
04 / CORRECTIONS
WHEN WE GET IT
WRONG, WE FIX IT.
Material factual errors should be corrected promptly. If you believe a published claim is wrong or misleading, contact hello@itwasntluck.co with the story, claim and supporting evidence.
05 / COMMERCIAL
SPONSORSHIP DOESN'T
BUY THE CONCLUSION.
Paid partnerships, sponsorships and affiliate relationships should be clearly disclosed. Commercial relationships do not give partners approval over independent editorial conclusions.