Deviations

Write down the gap between what you said would happen and what did, including any place you measured differently than planned. Not the result itself, and not your revised belief. Just the mismatch, stated plainly, before anyone explains it away.

Write down the gap between what you said would happen and what did, including any place you measured differently than planned. Not the result itself, and not your revised belief. Just the mismatch, stated plainly, before anyone explains it away.

Example

Under the headline rival you predicted signups up 12 percent; they rose 3. Under the podcast rival you predicted a traffic spike in the first two weeks; it came in week six. You also logged that analytics changed its session definition mid-quarter.