- 01
Choose the decision first
Write the choice the meeting needs to inform: improve a page, investigate a handoff, keep a campaign stable, or request more evidence. Bring only the measures that help assess that choice, with enough context to interpret them.
- 02
Use consistent definitions
Agree on suitable inquiries, duplicates, booked appointments, and completed visits. Note changes in tracking or scope. A month-to-month comparison can be misleading when the underlying definition changed.
- 03
Discuss a plausible explanation
Separate the observed result from the explanation being considered. Ask what other factors could account for it and what evidence would help. A coherent story is useful, but it should not be presented as proven causation.
- 04
Record the action and revisit it
Assign an owner, a concrete task, and the evidence needed at the next review. Preserve decisions that recommend no change as well as decisions to act. Repeatedly reopening a settled question wastes the learning already available.
A planning exercise, not a client result
Put the idea to work
Planning exercise: traffic increased but suitable appointments did not. The decision may be to inspect intent and the booking route. It is premature to call the increase a growth result or to redesign every page without identifying the actual gap.
What to watch for
- A report without a decision
- Definitions that shift between periods
- A plausible explanation reported as a fact