Purpose: Instant understanding → Immediate action → Measurable result
🔴 THE CORE FLOW
WHAT → WHY → HOW → RESULT
👉 Must be understood in ≤ 15 seconds
⚡ 1. WHAT (THE SITUATION)
👉 Define what is happening now
- FCF leaking
- Costs rising
- Value underperforming
✔ Rule: One sentence only
⚡ 2. WHY (THE CAUSE)
👉 Define why it happens
- Weak pricing
- Low pass-through
- Inefficient execution
✔ Rule: Max 3 causes
⚡ 3. HOW (THE ACTION)
👉 Define what to do NOW
- Reprice contracts
- Shift portfolio
- Optimize operations
✔ Rule: Max 3 actions
⚡ 4. RESULT (THE OUTCOME)
👉 Define what you get
- Money → +€XXM FCF
- Time → faster decisions
- Quality → better execution
- Risk → reduced exposure
✔ Rule: Quantify if possible
EXAMPLE (INDUSTRIAL GAS — READY TO USE)
👉 This is how YOU should communicate:
WHAT
FCF underperforming despite stable revenue
WHY
• Weak pricing discipline
• Low pass-through
• Inefficient logistics
HOW
• Reprice contracts immediately
• Shift to high-margin segments
• Optimize production & routing
RESULT
€ +30M FCF
⏱ Decisions in days not weeks
✔ Higher execution quality
⚠ Reduced energy risk
