The UNFILTERED Test

Fifteen questions.
On one sheet.

They exist for exactly one purpose: to have in front of you the day somebody proposes something that sounds like a good idea and the whole room nods.

I'm going to ask for an email, and I'll tell you what for — that's the least I can do.

To send you what I write, when it's worth your time. There's no weekly newsletter, no welcome sequence, and nothing to sell you in the first message. If I don't write anything, you don't get anything.

Unsubscribing is one click. It always should be.

From chapter fifteen of
Nobody did anything wrong. And the company closed.

The sheet, ready made

To print · arrives straight away

One click to unsubscribe · always

The fifteen

One per chapter. Here, together.

You can copy them out by hand from chapter fifteen. If you do, you'll remember them better than if you download them — and I'm not saying that to sound good: it's simply what happens.

The UNFILTERED Test · fifteen questions unfilteredworks.com/en/test
  1. What question does the data we're about to base this decision on actually answer?
  2. What would have to be true for us to decide to stop?
  3. Why should I trust this enough to make a decision on it?
  4. What would our version of squeezing the bag with our hands be?
  5. What are we seeing that doesn't fit the explanation we've accepted?
  6. What is this system learning from us that we'd rather not repeat?
  7. What are the four boxes, and who is going to make the call to the ones who fall outside them?
  8. When was the last time someone actually went and looked?
  9. What's the smallest thing we can do this week to find out we're wrong?
  10. What would have to happen for this to keep working if everyone who built it disappeared tomorrow?
  11. If this metric went up 20% next month, what would we do differently?
  12. What happens to the person who stops something?
  13. What is happening to one of our customers right now that nobody in this room could describe?
  14. What actually happens today to the person who says out loud that this isn't working?
  15. Is it worth doing?
And if you want to apply them to your business

That is exactly what a Reality Check is.

One week. One napkin. A thirty-minute call. And a number for what it is costing you today.