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Do Not Confuse Significance With Importance

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Do Not Report Results Without Units

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Do Not Claim Causation From Correlation

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Do Not Frame a Cost Cut as Free

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Do Not Present a Figure That Doesn't Reconcile

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Do Not Understate Total Cost of Ownership

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Do Not Use the Wrong Metric for the Question

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Do Not Misclassify Fixed and Variable Costs

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Do Not Present Break-Even Without Its Margin

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Do Not Recommend Beyond the Analysis

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Do Not Treat All Income as Taxed Alike

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Do Not Rest a Valuation on an Unexamined Terminal Value

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Do Not Bury a Total-Value Claim Without Time Value

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Do Not Skew Scenario Probabilities

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Do Not Ignore Off-Balance-Sheet Obligations

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Do Not Overweight Immaterial Detail

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Do Not Chain Percentage Changes Wrongly

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Do Not Ignore Concentration Risk

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Do Not Skip the Bear Case

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Do Not Present a Model as Precise Without Sensitivity

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Do Not Count Uncollectible Amounts at Face Value

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Do Not Reason Circularly in Projections

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Do Not Overstate Confidence on Thin Data

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Do Not Annualize a Short Period Naively

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Do Not Rely on Survivors Only

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