Communicating findings.
WHAT TO LEAD WITH
The finding and the recommendation.
Not the method.
THE STRUCTURE THAT WORKS
What we found What it means What we should do The detail, below
WHY
Most readers read the first paragraph.
WHAT TO KEEP SHORT
All of it. One page for most business reporting.
WHAT TO INCLUDE
The figures that support the finding The comparison Any important caveat
WHAT TO LEAVE OUT
Every number you looked at Methodology, unless it matters Charts that do not support the argument
WHAT TO STATE PLAINLY
Uncertainty, where it exists.
"We cannot tell from this data" is a legitimate and valuable statement.
WHAT TO AVOID
Presenting a possibility as a finding Burying bad news Concluding more than the data supports
WHAT TO END WITH
What happens next, and who does it.
WHAT TO KEEP
The detail available, for anyone who asks.
