William Zinsser's 📝On Writing Well names four principles of good writing: 📝Clarity, 📝Simplicity, 📝Brevity, and 📝Humanity. They are outlined below in the context of forecasting, for 📝On Forecasting Well - Outline.

1. Clarity - the data is dependable and based on transactional data from critical business applications, rolled up daily, weekly and monthly.
1. Simplicity - the forecast methodology is easy to understand and includes the minimum measurable metrics that drive a financial result. Examples:
1. 1. Marketing Driven: Ad Spend, Web Traffic, Conversion rate, orders, average order value, revenue. 📝DTC IFM.
   1. Sales Driven: Reps, rep experience level, rep productivity level, SQLs, conversion rate, deals closed.
1. Brevity - the forecast can be expressed on a single page.
1. Humanity - people have to do things to impact these numbers. People seem to respond well to clear expectations and weekly metrics conditionally formatted where green means better and red means worse.

Other key points

• 📝Audience - Transcendent business people
• 📝Attitude - 📝Our Ethos
• 📝Forecasting Psychology

Contexts

• 🏷️#the-book