Where a part below depends on the answer, each passage opens with its answer in bold. Find yours.
What the answer establishes
The comparison is agreed. The evidence is missing. The comparison is agreed: everyone knows what would favor one action over the other. The evidence for it is not in hand. That is an analysis to run, not a definition to argue, and it has a known shape and a size you can state.
The evidence exists. What it means, how current and complete it is, or how it was checked is not established. The evidence exists, and what it means, whether it is current and complete enough for this choice, or how it was checked is not established. A number that looks usable and is not is the costly case, because it is the one that reaches the decision.
Nobody has agreed what evidence would change the choice. Nobody has agreed what evidence would change the choice. Until that is agreed, more analysis produces more findings and no decision, and any number can be read as support for the position someone already holds.
I don't know yet. What evidence would favor one action, and whether it can be relied on, is not yet known. The criterion comes first and the checks come after it; running checks on evidence nobody has agreed to use is work in the wrong order.
The question to ask next
The comparison is agreed. The evidence is missing. Ask the owner: if the comparison came out this way, is that enough to act on, or would you want it checked against something else first? The answer says how much evidence is enough, which is the size of the work.
The evidence exists. What it means, how current and complete it is, or how it was checked is not established. Ask whoever maintains the source: what does this number mean, as of when, and what has it been checked against? Then ask the owner which of those three would change the choice if it were wrong. That one is the check to run first.
Nobody has agreed what evidence would change the choice. Ask the owner, before any analysis: what would you need to see to choose the other option? If nothing would, the decision is made, and the review for question three applies. If something would, write it down; that sentence is the criterion.
I don't know yet. Ask the owner what would make them choose the other option. Then ask whoever maintains the data whether that evidence exists and has been checked. Those are two conversations, and the first has to come first.
The small step
The comparison is agreed. The evidence is missing. Produce the smallest piece of evidence that settles the agreed comparison, with its as-of date and its checks stated, and take it to the owner. Scope out what the comparison does not need. A wider analysis is a later decision, and usually a different one.
The evidence exists. What it means, how current and complete it is, or how it was checked is not established. Run the one check the owner said would change the choice, record what it found, and label the number with what it means, its as-of time, and what it was checked against. A labeled limit is usable. An unlabeled one is a trust failure waiting for the meeting.
Nobody has agreed what evidence would change the choice. Propose a criterion in writing: if this is above that, we do one thing, otherwise the other. Take it to the owner for correction before any analysis runs. A criterion they correct is theirs. One they never saw is yours, and the finding will be read accordingly.
I don't know yet. Write the comparison you think the decision rests on as one sentence and take it to the owner. Take their corrected sentence to the person who maintains the data. Do not start the analysis until both have seen it.
What it costs
Agreeing the criterion and running the checks come before the analysis and delay it, and the owner carries that delay. The checks may show the evidence cannot be relied on for this choice, which narrows what can be recommended. The alternative is a finding that looks usable and is wrong once, which costs more than every check on this list.
What changes the advice
If the criterion is agreed and the evidence checks out, the open question is what the work displaces, which is question five. If the owner cannot name a criterion after two attempts, treat the decision as made and read the review for question three.
Read next
Case study
Earning trust in the numbers
Freshness, completeness, correctness and consistency are four separate failure modes, and a stale number that says so is information rather than a trust failure.
Essay
After the wrong number has been used
Once a number has reached a decision, correcting it in the platform leaves the decision unrepaired. That is the case the checks above exist to prevent.
The other exercise here runs the same way on a fictional quarter: four demands, capacity for two, and what each pair cost. Tradeoffs