A general framework for evaluating strength of evidence in support of ESUs or other types of conservation units. Widely used ESU concepts focus on two axes of intraspecific diversity (isolation and adaptation) but differ in the relative importance assigned to each. Moritz's (1994) reciprocal monophyly of mtDNA concept focused almost entirely on isolation; the exchangeability concept proposed by Crandall, Bininda‐Emonds, Mace, and Wayne (2000) placed more emphasis on adaptation; and the frameworks developed by Waples (1991) and Dizon, Lockyer, Perrin, Demaster, and Sisson (1992) placed roughly equal weight on each factor. Until recently, information regarding isolation generally relied on molecular genetic data, whereas inferences about adaptations typically had to be based on proxies such as ecology, behavior, life history, and other phenotypic traits. Recent advances in genomics technology for non‐model species now make it possible to identify genes associated with traits thought to be adaptive—but is this sufficient to adequately characterize this axis?