Read What Changed

Most marketing reviews start from opinions: "I think social is working," "the website feels better." "What changed and why" replaces opinion with the week's actual movement (what shifted in the numbers since last time, what the system thinks drove it, and the next move it points to). Reading it well is the difference between a plan that compounds and a plan that restarts from zero every Monday.

At least weekly, ideally as the first thing you read in the plan review, and whenever new data has arrived since you last looked.

• At least one follow-up diagnosis or weekly check since the plan started; without two readings to compare, there is nothing to report.
• Know your plan's target (the TARGETS section), so movement has something to be measured against.

1. 1Open the Marketing Plan page and go to "What changed" in the section nav, or scroll to the "What changed and why" section ("What shifted in the numbers since last time, what we think drove it, and the next move it points to.").
2. 2Read "Latest evidence" first, then any "Direct measurements": which numbers moved (prior to current), from which source, and as of when.
3. 3Read each evidence change with its state and confidence ("observed" or "unknown"). Where confidence is low or the state is unknown, the evidence is thin; respect that.
4. 4Read "Recorded task results" with its caveat: "This is co-occurrence, not a causal claim." A task finished and a number moved in the same window. Noted together is honest; called causation is not.
5. 5Read "Suggested changes to your plan" when it appears: the next moves the movement points to, each with a reason. Treat them as recommendations (you decide), not instructions.
6. 6Decide one thing from this reading: keep, adjust, or defer. Write the decision down; an unread "What changed" is the same as no "What changed."

The section with "Latest evidence", any "Direct measurements", "Your progress so far", "Recorded task results", and "Suggested changes to your plan" when there is something to show. Before there are two readings to compare, it shows "No change window yet" with a prompt to run this week's check. That is honest: there is nothing to report yet.