Decision, finding, evidence, so-what, action — the brief leadership actually reads.
Leadership reads one page. Structure it: the decision this informs, the finding, the evidence with dates and samples, the so-what, and the action with an owner. Confidence is labelled, never implied.
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Five fixed sections force discipline: decision, finding, evidence (source + date + sample), so-what, action (owner + date).
Confidence is explicit — speculative, indicative, confident, proven. A confident claim on indicative evidence destroys briefs forever.
Open questions are a section, not a weakness. They tell leadership what the next study must answer.
Illustrative figures, not a client outcome.
Under an hour if the analysis exists. If the page takes days, the thinking isn't done — the page is the symptom.
Findings without decisions ('interesting' research), evidence without dates, and confidence left ambiguous.
Version 1.0 · Reviewed 2026-10 · Methodology is fixed and version-controlled; results depend on your inputs.
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