Document Type: Framework
Status: Active
Version: v1.0
Authority: HeadOffice
Applies To: All Brains, All MWMS Outputs, All Decision Surfaces
Parent: HeadOffice Growth Model Architecture Standard
Last Reviewed: 2026-04-25
Purpose
The MWMS Decision Narrative Framework defines how all MWMS outputs are structured to drive clear, actionable decisions.
Its purpose is to ensure that:
• data does not remain descriptive
• analysis does not remain interpretive
• outputs do not remain informational
All outputs must lead to:
👉 a clear decision
👉 a clear action
👉 a clear next step
This framework ensures MWMS outputs are decision-driving, not data-reporting.
Core Principle
Data alone does not drive action.
Insight alone does not drive action.
Clarity drives action.
Narrative provides clarity.
Definition
A Decision Narrative is a structured output that:
• communicates what is happening
• explains why it is happening
• defines what must be done
It transforms:
👉 data → insight → decision
Core Question
This framework answers:
👉 What should happen next?
Decision Narrative Structure
1. Reality Layer
Defines what is happening.
Must include:
• key signal
• key metric
• observed change
• context
Rule
Reality must be:
• clear
• specific
• non-ambiguous
Example
Conversion rate dropped by 18% in the last 7 days.
2. Explanation Layer
Defines why it is happening.
Must include:
• primary cause
• supporting signals
• contributing factors
Rule
Explanation must be:
• evidence-based
• linked to data
• validated through decomposition
Example
Drop is driven by lower engagement from new traffic segment.
3. Impact Layer
Defines what this means.
Must include:
• system risk
• opportunity size
• affected area
• urgency level
Rule
Impact must:
• quantify importance
• identify risk
• signal urgency
Example
If unaddressed, conversion decline will reduce profitability within 14 days.
4. Decision Layer
Defines what must be done.
Must include:
• recommended action
• alternative actions (if applicable)
• decision type
Rule
Decision must be:
• specific
• executable
• testable
Example
Run test to isolate new traffic segment behaviour.
5. Action Layer
Defines immediate next step.
Must include:
• exact action
• responsible system / Brain
• timing
Rule
Action must be:
• immediate
• clear
• owned
Example
Create diagnostic test in Experimentation Brain within next cycle.
Narrative Output Rule
Every MWMS output must include:
• Reality
• Explanation
• Impact
• Decision
• Action
If any layer is missing:
→ output is incomplete
Audience Rule
Every output must be written for:
👉 a single decision maker
Outputs must not:
• attempt to serve multiple audiences
• attempt to explain everything
• dilute clarity
Action Clarity Rule
Every output must answer:
👉 After this, what should happen?
If unclear:
→ output is invalid
Narrative Quality Standards
A valid Decision Narrative must be:
• concise
• structured
• evidence-based
• decision-oriented
• action-driven
Invalid Output Patterns
Outputs are invalid if they:
• describe data without decision
• provide insight without action
• include multiple competing conclusions
• lack clear recommendation
• lack ownership of action
Cross Brain Use
Data Brain
Provides validated signals for narrative construction.
Experimentation Brain
Uses narratives to define test direction.
Affiliate Brain
Uses narratives to evaluate offers and scaling decisions.
Ads Brain
Uses narratives to adjust campaign execution.
Finance Brain
Uses narratives to control capital allocation.
Research Brain
Stores narrative patterns for reuse.
HeadOffice
Consumes narratives for strategic decision making.
Relationship To Other Frameworks
This framework connects to:
• Data Brain Performance Decomposition Framework
• Data Brain Customer Quality Tracking Framework
• Data Brain Customer Behaviour Shift Framework
• Experimentation Brain Diagnostic Trigger Framework
• Experimentation Brain Test Result And Decision Workflow
• Affiliate Brain Offer Health Monitoring Framework
• MWMS Promotion Impact Framework
Failure Modes Prevented
This framework prevents:
• data without decisions
• unclear recommendations
• delayed action
• misinterpretation of signals
• analysis paralysis
• weak communication
Drift Protection
The system must prevent:
• outputs becoming descriptive only
• decisions becoming unclear
• actions being undefined
• narratives becoming overly complex
• outputs serving multiple audiences
Architectural Intent
This framework ensures MWMS operates as:
👉 a decision system
not:
👉 a reporting system
It transforms all outputs into actionable intelligence.
Final Rule
If an output does not clearly drive action:
→ it must not be used
Change Log
Version: v1.0
Date: 2026-04-25
Author: HeadOffice
Change
Initial creation of Decision Narrative Framework based on data storytelling principles adapted into MWMS decision architecture.
Change Impact Declaration
Pages Created:
MWMS Decision Narrative Framework
Pages Updated:
None
Pages Deprecated:
None
Registries Requiring Update:
HeadOffice Framework Registry
MWMS Architecture Registry
Canon Version Update Required:
No
Change Log Entry Required:
Yes