# Insight brief · [Headline in one sentence] · [Date] **To:** [decision owner] **From:** [PM] **Decision needed by:** [date] ## The insight [One sentence. Lead with it.] ## Why it matters for this decision [The so-what: what the decision is, and how this insight changes it] ## Evidence | Source | Sample | What it shows | Strength (strong / some / weak) | |---|---|---|---| | | | | | **Observation:** [what we saw] **Interpretation:** [what we think it means] **Contrary evidence:** [what doesn't fit] ## Who is affected [Roles, segments, number of customers, revenue at stake] ## Options | Option | What it means | Cost | Risk | |---|---|---|---| | A | | | | | B | | | | | Do nothing | | | | ## Recommendation [Option and reason, in two or three sentences] ## Confidence High / Medium / Low. This would change if [specific evidence]. ## The ask [Decision required], owner [name], by [date].