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Step one: choose three figures and one question
Begin by selecting no more than three measures that connect to a decision the audience actually makes. Worked example: a subscription business picks new trials, trial-to-paid conversion and weekly cancellations, with the question of whether onboarding changes helped. Write down why each figure matters in a single phrase. If a number cannot influence a choice this week, move it to an appendix or drop it. This limit forces prioritization, and it gives regular readers a stable set of indicators they can compare from one issue to the next.
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Step two: write the movement, cause and next action
For each figure, state the movement in plain words, offer the most plausible cause and name the next action. In the subscription example, you might write that trials rose, conversion held steady, cancellations ticked up among new accounts, and the likely cause is a confusing setup step, so support will review the first-week emails. Label causes as likely unless confirmed. Keep sentences short and avoid jargon that a new manager would have to look up. Add the comparison period once, near the top, so readers do not have to infer what each change is measured against.
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Step three: time it, trim it and set a rhythm
Read the draft aloud at a natural pace. Roughly one hundred and fifty words fits a minute, so cut anything beyond that range, including decorative adjectives and repeated context. Ask a colleague who did not build the report to summarize it back to you; if they miss the main point, reorder the content. Then choose a fixed day and format so readers expect it. Keep a short log of questions people ask afterward, and use those questions to decide which figure to add, replace or explain more clearly next week.