Where there is no right answer, the only thing you can judge is how you got there.
Most business writing tells you what to decide. This one is about what your evidence actually proves — and what it only looks like it proves.
Who I am
I’m László Fazakas. I’ve been an online marketing strategist since 2002. I founded Hungary’s first search marketing company and its first Google agency, and search has been a tool in my hand ever since rather than my profession.
Today I run Arcanian Consulting, where I build systems that read companies’ advertising and measurement data for them. I’m also a final-year law student at Pázmány, and I publish on what a machine-run check actually establishes.
What this is about
Some decisions cannot be graded. Two competent lawyers read the same file and reach two defensible conclusions, and neither of them is lying. Marketing is worse: there is no right answer there either, but there are a great many numbers, and a number looks like one.
The law has known this about itself for two thousand years. That is why it asks whether you proceeded with care, not whether the outcome turned out well — nobody can know that in advance.
So this is about the part nobody keeps: what a decision was actually based on, and whether the check that reassured you could ever have failed.
What you’ll get
Real cases, anonymised. What the report said, and what was happening underneath it.
The failure family behind them: “we looked and found nothing” is indistinguishable from “we never looked.”
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