Sound decisions require a clear account of what has been established, what has only been reported, what is inferred and what remains unknown. A credible brief should allow a decision-maker to trace the basis for each important conclusion.
Start with the decision
Define the question, evidence standard and exclusions before gathering information. “More leads” is not a substitute for a qualified market or account decision.
Keep the evidence states visible
VERIFIED is not interchangeable with COMPANY-REPORTED. INFERENCE describes qualified interpretation. UNKNOWN remains open. CONFLICTED findings cannot be presented as settled. A KILL CASE may save money and prevent unsuitable work.
Finish with the next authorized step
Where proof is inadequate, specify what must be checked. Where the evidence supports action, define who can authorize the next commercial or operating commitment.