Free learning notes to help you ask sharper questions, assess sources and read a business report. Facilitated workshops in the catalog require a separately agreed scope.
Replace “Is this a good market?” with a question specifying a buyer, geography, timeframe and decision. For example: “Which customer segment should our Kelowna service test in the next quarter?”
Try it: write the decision, three assumptions and the evidence that could change your mind.
Identify the original publisher, purpose, method, publication date and coverage. A recent repost of an old estimate is not a new observation. Prefer primary records and retain a link to the original.
Try it: compare two sources describing the same market. Record why their definitions or dates differ.
Ask about the numerator, denominator, currency, time window and missing records. Revenue is not profit. A percentage increase can be large because the starting value was small.
Example: 10 returning customers from 50 eligible customers is 20% retention for that defined group, not necessarily your whole business.
An estimate needs assumptions and a range. A report should distinguish measured facts, estimates and recommendations. Permission to read a report is different from permission to resell or republish it.
Before acting: check evidence dates, alternative explanations, gaps and the licence for your intended use.