The pattern behind every story …

Every great business story depends on a model that makes sense.

A financial model is a story told through numbers. It’s a structured explanation about the viability and potential of a business. It defines the architecture of a proposition. It shows how assumptions interact, how movement builds, and how outcomes hold together. Everything else - the words, the design, the tone; they all depend on it.

The structure behind the story.

In any financial model, there’s always a beginning - the assumptions that set the scene, a middle - where logic starts to reveal the character of the business, and an end - where the results either hold up or fall apart.

When the structure is solid, the story feels credible. The logic flows, the numbers check out, and nothing wobbles. That’s what separates an accurate model from a persuasive one - it works internally and reads well externally.

What numbers actually say.

Numbers don’t just describe performance; they reveal intention and ambition.

A one-year forecast shows operational reality - what can be achieved with a fair degree of predictability. Three years begins to test conviction. Anything beyond that speaks more to ambition than certainty, and that’s fine, as long as the distinction is clear.

Strong models aren’t judged by how well they paint the upside. They’re judged by how they handle the downside. Investors and lenders care less about how much a business might make than what happens if it doesn’t. That’s why sensitivities matter. A credible model anticipates stress, not perfection.

Show what happens if revenue slows, if margins narrow, or if timing slips. You’re not weakening your case - you’re proving you understand it.

Keeping complexity in check.

Complexity isn’t a problem when it comes to financial models - confusion is. A model can (and should) contain depth. Layers of formulas, multiple scenarios, and sensitivities all have their place. They help the accountants, analysts, and advisors test what the business can withstand.

But when that complexity crosses over into the pitch, meaning starts to get lost. The key messages that move from the model into the deck need to be simple, visual, and consistent with the broader story. The reader doesn’t need every calculation — they need to understand what the numbers mean.

The best decks translate the model’s logic into something people can follow instantly. The details stay in the spreadsheet; the insight carries forward.

When numbers and narrative align.

In any great deck, the financial model and the story evolve together. The narrative explains the journey; the model proves it can happen. One shows direction, the other shows discipline. Together, they create conviction.

When those two parts align, everything else falls into place. The design, pacing, and tone start to feel coherent. The logic moves naturally from what’s possible to what’s proven.

The human side of numbers.

Numbers carry tone. They can sound ambitious, cautious, inflated, or fair. They reflect how a founder thinks, what they prioritise, what they assume, and where they’re being realistic.

That’s why modelling is also a communication skill. It’s about building something that’s logical, transparent, and respectful of how investors assess risk, with the various charts that can be exported to allow for that.

And as for valuations - that’s another story entirely, stay tuned.

Closing thought.

Numbers aren’t separate from the story; they’re the framework that holds it together.

Every strong proposition depends on that alignment - where content, design, and financials speak the same language.

We don’t write to go viral. If you’re reading this, you’ve probably already heard of Decksadu. These essays are simply a place to think out loud - about the art of turning ideas into funds that help extraordinary people build exceptional businesses.