December 23, 2021 · West Coast Media Solutions Inc. · 11 min read
Ask what you would do differently rather than what went wrong, list three things, and write down what you would need to change for each. Skip the successes, which teach less.
The question that works
What went wrong invites defensiveness, and produces either a list of external causes or nothing at all.
What would you do differently is a different question. It assumes hindsight rather than fault, and people answer it honestly, including about themselves.
Ask it about the year and the answers come quickly, usually within a minute, because everybody already knows.
The purpose of the exercise is not discovering the answers. It is writing them down where they can be acted on rather than carried around.
Three, not everything
A constraint that makes the review useful rather than dispiriting.
A long list of regrets produces no change, because nothing on it feels achievable and the whole thing reads as failure.
Three items, chosen as the ones that cost the most, produce a January that is different from last January.
Choose by cost rather than by irritation, since the thing that annoyed you most is frequently not the thing that cost most.
Write the cost against each, roughly, in money or in hours, because that ordering is usually not the one instinct produces.
Where the answers usually are
Something taken on that you knew was wrong.
A decision deferred for months.
A price not raised.
A supplier kept past the point of usefulness.
Work done that produced nothing.
Something promised that could not be delivered.
The second is the most common and the most expensive. Deferred decisions cost the whole period they were deferred for, and that cost is invisible because nothing happened.
Separate the decision from the outcome
The distinction that keeps a retrospective honest.
A good decision can produce a bad outcome, and a bad decision can be rescued by luck. Judging only by outcome teaches the wrong lesson in both directions.
Ask instead whether the decision was reasonable given what you knew at the time, and whether you could have known more without much effort.
Where the answer is that the decision was sound and the result was poor, there is nothing to change, and saying so protects you from over-correcting.
Where the answer is that ten minutes of checking would have changed it, that is a real finding and it usually recurs.
A worked example
A firm did this properly for the first time, with three people in a room for forty minutes.
The first list had eleven items, most of them small irritations.
Putting a rough cost against each reordered it completely. The expensive ones were a supplier they had kept eighteen months too long, a price that had not moved in two years, and a piece of work they had taken on knowing it was outside what they were good at.
None of those had been in the top five of the original list.
They wrote one sentence for each about what would have to change, and those three sentences became the January priorities.
The irritations, which had dominated the conversation, turned out to cost almost nothing.
Skip the successes
A deliberate omission, because year-end reviews conventionally start with them.
Successes are pleasant to discuss and teach less, partly because it is genuinely difficult to know which decision produced a good result and partly because nobody examines them critically.
Where something worked, the useful question is narrow: can it be repeated deliberately, and do you know why it worked.
If the answer to the second is no, it is luck rather than a method, and treating it as a method is how businesses repeat something that will not work twice.
Ten minutes on that is proportionate. The rest of the time belongs to the other question.
Write what would have to change
The step that turns a reflection into a plan.
For each of the three, write one sentence describing what would have to be different for it not to recur.
Not a resolution, which is a statement of intent, but a change: a rule, a limit, a date, a person, or a process.
Raise prices in January rather than intending to charge more. Decline work outside a stated list rather than being more selective. Review suppliers in December rather than being less tolerant.
A regret with no mechanism attached recurs, and most retrospectives produce exactly that.
Do it with somebody else
A practical note, because doing this alone produces a softer version.
A colleague, a partner, or somebody who works with you will name things you have talked yourself out of, and will notice when an explanation is a rationalisation.
Where there is nobody, writing it down rather than thinking it achieves some of the same, since a written sentence is harder to soften than a thought.
Keep it short and keep it civil: this is about decisions rather than people, and a retrospective that becomes an argument produces nothing and costs goodwill.
Forty minutes is enough, and longer sessions tend to drift into planning, which is a different exercise for a different day.
The counter-case
Retrospectives can do harm.
After a hard year, an exercise focused entirely on regret is demoralising and can produce over-correction: abandoning something that was working, or becoming cautious in ways that cost more than the original mistakes.
There is also a version where the same three items appear every December and nothing changes, which suggests the problem is capacity or willingness rather than awareness.
If that is happening, the honest finding is that these are not going to change, and the useful response is to plan around them rather than to list them again.
Keep it to forty minutes, produce three changes with mechanisms attached, and stop.
The forty minutes
Ask what you would do differently, not what went wrong.
List everything that comes up quickly.
Put a rough cost against each.
Keep the three most expensive.
Check whether each decision was reasonable at the time.
Write the change that would prevent a repeat.
Spend ten minutes on what worked and why.
Step three is the one that reorders the list, and the reordering is usually the finding.
What would you do differently, rather than what went wrong. The first assumes hindsight rather than fault, and people answer it honestly, including about themselves.
How many items should the list have?
Three. A long list of regrets produces no change because nothing on it feels achievable and the whole thing reads as failure.
How should I choose them?
By rough cost in money or hours, not by irritation. The thing that annoyed you most is frequently not the thing that cost most, and the reordering is usually the finding.
Where are the answers usually?
A decision deferred for months, a price not raised, a supplier kept too long, work taken on that you knew was wrong, or something promised that could not be delivered.
Should I judge by outcome?
No. A good decision can produce a bad outcome. Ask whether it was reasonable given what you knew, and whether ten minutes of checking would have changed it.
Why skip the successes?
Because it is difficult to know which decision produced a good result, and nobody examines them critically. Ten minutes asking whether it can be repeated deliberately is enough.
West Coast Media Solutions Inc. provides web design, web development, hosting, digital marketing, and business consulting to organisations across Canada, drawing on more than twenty-five years in the field.
Doing a year-end review?
Ask what you would do differently, then put a cost against each. The list reorders completely, and that is the useful part.
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Effective Date: April 2026 | West Coast Media Solutions Inc., Vancouver, BC, Canada
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1. Acceptance of Terms
By accessing and using the website operated by West Coast Media Solutions Inc. ("Company," "we," "us," or "our"), located at westcoastmediasolutions.com (the "Website"), you acknowledge that you have read, understood, and agree to be bound by these Terms of Use. If you do not agree to these Terms, you must discontinue use of this Website immediately. We reserve the right to modify these Terms at any time, and such modifications shall be effective immediately upon posting.
2. Description of Services
West Coast Media Solutions Inc. provides digital marketing and web design services including, but not limited to, search engine optimization, search engine marketing, social media marketing, rich media advertising, programmatic media buying, digital consulting, and custom website design and development. The information presented on this Website is intended for general informational purposes and does not constitute a binding offer, contract, or guarantee of results.
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All content, materials, features, and functionality on this Website, including but not limited to text, graphics, logos, icons, images, audio clips, video clips, data compilations, software, and the design, selection, and arrangement thereof, are the exclusive property of West Coast Media Solutions Inc. or its content suppliers and are protected by Canadian and international copyright, trademark, patent, trade secret, and other intellectual property laws.
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TO THE MAXIMUM EXTENT PERMITTED BY APPLICABLE LAW, WEST COAST MEDIA SOLUTIONS INC., ITS DIRECTORS, OFFICERS, EMPLOYEES, AGENTS, PARTNERS, SUPPLIERS, OR AFFILIATES SHALL NOT BE LIABLE FOR ANY INDIRECT, INCIDENTAL, SPECIAL, CONSEQUENTIAL, OR PUNITIVE DAMAGES ARISING FROM OR RELATED TO YOUR USE OF THE WEBSITE, WHETHER BASED ON WARRANTY, CONTRACT, TORT, OR ANY OTHER LEGAL THEORY.
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Effective Date: April 2026 | West Coast Media Solutions Inc., Vancouver, BC, Canada
Legal Terms
1. Company Information
This website is owned and operated by West Coast Media Solutions Inc., a corporation incorporated federally under the Canada Business Corporations Act (corporation number 641461-3) and extraprovincially registered in British Columbia (registration number A0143178). Our registered office is located at 2400 - 1111 West Georgia Street, Vancouver, BC V6E 4S4, Canada. Telephone: (800) 959-4590.
2. Responsible for Content
The content of this website is provided by West Coast Media Solutions Inc. The person responsible for the content within the meaning of applicable legislation is the managing director of West Coast Media Solutions Inc., contactable at the registered office address listed above. All editorial content, service descriptions, and portfolio materials are reviewed and approved prior to publication.
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The contents of this website have been prepared with the utmost care. However, West Coast Media Solutions Inc. cannot guarantee the accuracy, completeness, or timeliness of the content provided. All information is subject to change without notice. We are not obligated to monitor transmitted or stored third-party information, nor to investigate circumstances that indicate unlawful activity. If we become aware of any such infringements, we will remove the content immediately.
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Our website contains links to external websites of third parties over whose content we have no influence. We cannot assume any liability for third-party content. The respective provider or operator of the linked pages is always responsible for the content of those pages. Linked pages were checked for possible legal violations at the time of linking. Illegal content was not recognizable at the time of linking. Permanent monitoring of linked pages is not reasonable without concrete evidence of a violation.
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Our liability for services rendered is governed by the terms of the individual service agreement executed between the Company and the client. Insurance requirements, where applicable to a particular engagement, are addressed in that agreement.
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West Coast Media Solutions Inc. endeavours to resolve any disputes arising from or in connection with our services amicably and directly with our clients. If a dispute cannot be resolved informally, it shall be governed by the laws of the Province of British Columbia and the federal laws of Canada applicable therein. The courts of British Columbia shall have exclusive jurisdiction over any dispute arising from or related to this website or the services provided.
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West Coast Media Solutions Inc. operates in compliance with all applicable federal, provincial, and municipal laws and regulations, including but not limited to Canada's Anti-Spam Legislation (CASL), the Personal Information Protection and Electronic Documents Act (PIPEDA), the British Columbia Personal Information Protection Act (PIPA), the Competition Act, and all applicable advertising standards as set forth by Ad Standards Canada.
10. Limitation of Liability
To the fullest extent permitted by applicable law, West Coast Media Solutions Inc. and its officers, directors, employees, agents, and affiliates shall not be liable for any direct, indirect, incidental, special, consequential, or exemplary damages arising from or related to your use of the website, including but not limited to loss of data, loss of income, or loss of business opportunity, even if we have been advised of the possibility of such damages.
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If any provision of these Legal Terms is held to be unenforceable or invalid by a court of competent jurisdiction, such provision shall be modified to accomplish the objectives of the original provision to the fullest extent permitted by law, and the remaining provisions shall continue in full force and effect.
12. Contact
If you have any questions regarding these Legal Terms, please contact West Coast Media Solutions Inc. at 2400 - 1111 West Georgia Street, Vancouver, BC V6E 4S4, Canada. Telephone: (800) 959-4590.
Last updated: April 2026
Accessibility Statement
1. Our Commitment
West Coast Media Solutions Inc. is committed to ensuring digital accessibility for people of all abilities. We continually work to improve the user experience for everyone who visits our website and strive to conform to applicable accessibility standards and guidelines. We believe the internet should be available and accessible to anyone, and we are committed to providing a website that is accessible to the widest possible audience.
2. Standards and Guidelines
We aim to conform to the Web Content Accessibility Guidelines (WCAG) 2.1 at the AA level, published by the World Wide Web Consortium (W3C). These guidelines provide a framework for making web content more accessible to people with disabilities, including visual, auditory, physical, speech, cognitive, language, learning, and neurological disabilities. Conformance with these guidelines also helps make web content more usable for all users.
3. Measures Taken
To ensure accessibility, we have implemented the following measures across our website: semantic HTML5 markup for proper document structure and screen reader compatibility; descriptive alt text for all meaningful images; sufficient color contrast ratios between text and background elements; keyboard-navigable interface elements including menus, links, buttons, and form fields; clear and consistent navigation structure throughout all pages; responsive design that adapts to different screen sizes, devices, and zoom levels; and descriptive link text that provides context about link destinations.
4. Assistive Technology Compatibility
Our website is designed to be compatible with commonly used assistive technologies, including screen readers such as JAWS, NVDA and VoiceOver, screen magnification software, speech recognition software, and alternative input devices. We build to accessibility standards and use automated testing tools during development. Where a specific assistive technology presents a barrier, we welcome reports so we can address it.
5. Multimedia Content
We strive to ensure that multimedia content on our website is accessible. Where video or audio content is provided, we aim to include captions, transcripts, or audio descriptions as appropriate. Images used for decorative purposes are marked accordingly so they do not interfere with screen reader navigation.
6. Document Accessibility
We are working to ensure that downloadable documents and files published on our website are accessible. Where possible, we provide content in accessible HTML format in addition to or instead of PDF format. For PDF documents, we strive to ensure they are properly tagged and structured for assistive technology access.
7. Third-Party Content
Our website may include content or functionality provided by third-party services, including embedded videos, social media feeds, analytics tools, and web fonts. While we make every effort to select accessible third-party solutions, we cannot guarantee that all third-party content meets accessibility standards. We welcome feedback on any third-party content that may present accessibility barriers.
8. Ongoing Efforts
Accessibility is an ongoing effort. We regularly review our website for accessibility issues, train our content team on accessibility best practices, incorporate accessibility testing into our development workflow, conduct periodic audits using both automated tools and manual testing, and monitor feedback from users to identify areas for improvement. We are committed to addressing any issues promptly and transparently.
9. Known Limitations
Despite our best efforts, some content on our website may not yet be fully accessible. We are aware that older content, certain complex interactive elements, and some third-party integrations may present challenges. We are actively working to address these limitations and improve accessibility across all areas of our website. If you encounter a specific barrier, please let us know so we can prioritize a solution.
10. Feedback and Contact
We welcome your feedback on the accessibility of our website. If you encounter accessibility barriers, have suggestions for improvement, or need assistance accessing any content or functionality, please contact us. You can reach West Coast Media Solutions Inc. at 2400 - 1111 West Georgia Street, Vancouver, BC V6E 4S4, Canada, or by telephone at (800) 959-4590. We aim to respond to accessibility feedback within 5 business days and to resolve reported issues as quickly as possible.
Last updated: April 2026 | West Coast Media Solutions Inc., Vancouver, BC, Canada