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What a recommendation actually is

Start here: analysis is not the deliverable

What separates a finding from a recommendation?

Traceability, and the two-source standard

Check: finding, insight, or recommendation

Check: a recommendation with one source

Prioritizing and sequencing

Strategy, tactics, and why clients ask for the wrong one

What makes a recommendation useful

What deserves to happen first?

Now, Next, Later, and what to measure

Check: strategy or tactic

Check: the only success measure

Writing and credibility

Writing for decisions

How do you stay credible when the evidence runs out?

The method, end to end

Check: writing for the room you are not in

The worked example

Worked example: the Thornfield Analytics decision context

Worked example: findings into insights

Worked example: two recommendations in full

Worked example: scoring and sequencing

Worked example: weak, strong, and honest

Check: the segment nobody has proven

The report, the room, and the work

How this appears in the report

Advisement: Decide, Defend, Do

Handling the four pushbacks

Common mistakes

Ethics and quality

Practice: from analysis to a prioritized decision set

Where this goes next, and how to go deeper

Check: the client who has no capacity

Turn brand analysis into decisions a client can make, defend, and execute. Findings into insights into decision statements, the two-source evidence standard, prioritization on impact, feasibility, urgency, and confidence, a Now/Next/Later roadmap, and credibility under uncertainty.

Analysis does not change anything by itself. Convert findings into insights and insights into decision statements, hold every recommendation to two independent evidence sources, prioritize on impact, feasibility, urgency, and confidence, sequence into a Now, Next, Later roadmap, and stay credible when the evidence runs out.

Translating Analysis into Recommendations

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