Making findings land.
WHY IT MATTERS
Numbers alone rarely change behaviour.
WHAT A FINDING NEEDS
- Context: compared to what
- Significance: why it matters
- Consequence: what follows
HOW TO STRUCTURE IT
Here is what we expected Here is what happened Here is why it matters Here is what we should do
WHAT MAKES IT CONCRETE
A specific example alongside the figure.
One customer's experience makes a churn figure real.
WHAT TO AVOID
Drama the data does not support Anecdote presented as evidence
THAT SECOND POINT
One example illustrates. It does not prove.
Use both: the figure for the claim, the example for the meaning.
WHAT TO LEAD WITH
The thing that changes a decision.
WHAT TO CUT
Anything that does not serve the argument.
WHAT TO CHECK
Whether someone could repeat your finding in a sentence afterwards.
If not, it was not communicated.
