A figure's identity sheet
A compelling figure answers five questions: who publishes it, what does it measure, over which area, for what period and in what unit? The number alone answers none of these. The original publisher takes precedence over a social media screenshot. For official statistics, locate the original document, its title, publication date and relevant table. The date of consultation shows when you checked the page; it does not turn older data into current-year figures.
The method in practice
Create a sheet with the exact amount, any rounding used for display and a sentence defining the measurement. Add the status: observed result, provisional figures, decision, project or target. Keep these columns distinct even if marketing material uses a single colour. Keep the link and document version. If two publications disagree, compare timeframes, definitions and revisions before deciding. If an explanation is missing, outline the discrepancy and research the publisher. Do not simply pick the highest figure. A good advisor should be able to reconstruct their argument after the meeting.
Fictional example
A presentation prepared in 2026 cites 36.83 million inhabitants. The sheet indicates RGPH 2024, population as of 1 September 2024, HCP. The advisor does not relabel it '2026 population'.
Provide the publisher, unit, area, period and status.
Comparing without mixing metrics
A stock describes a level at a given point in time; a flow describes movement over a period. The censused population is a level, whereas annual tourism revenue is a flow. The same individual can generate multiple trips, arrivals or overnight stays. Therefore, these three measurements are not interchangeable. Absolute values describe scale; a percentage describes a proportion or change that must be explicitly named. A rapid increase from a small base does not necessarily imply a higher overall volume.
The method in practice
Before comparing, write down both denominators. Compare a full financial year to another full financial year, not twelve months to nine months. In a fictional example, moving from 100 to 110 represents a 10% increase, whereas moving from a 40% share to 45% represents five percentage points, or a relative growth of 12.5%. A nominal monetary value can evolve with prices; real growth corrects for a price effect within the statistical framework. When definitions differ, present two complementary reference points and explain their use rather than manufacturing a sum.
Fictional example
The adviser juxtaposes tourist arrivals and classified overnight stays to discuss visitor numbers and accommodation. They do not add them together to announce a total number of visitors.
Identify what can be compared and refuse an addition that makes no sense.
Explain euro equivalents
Approximate euro equivalents, calculated at the Bank Al-Maghrib benchmark rate of 11 September 2026: €1 = 10.8931 DH. Reading conversion, excluding fees, and not the 2025 average historical rate. Dollars in purchasing power parity are not converted into euros at the exchange rate. The published amount remains expressed in its original currency. To convert dirhams into euros with a rate expressed in dirhams per euro, divide the dirham amount by this rate. Multiplying would perform the reverse conversion. Also check thousands factors: one billion dirhams is not one million dirhams. Retain sufficient precision during calculation, then round off only the presented result.
The method in practice
An equivalent serves to give an order of magnitude to the client. It does not represent a bank quote, a net amount received, or a historical comparison adjusted for exchange rates. For 2025 accounts displayed with a September 2026 exchange rate, explicitly state that it is a conversion for reading purposes. A bank will apply the conditions of its actual transaction, with any associated fees. Purchasing power parity has another function: to compare economic levels taking into account price differences. A PPP dollar is not converted into a bank euro using a simple rule of three on currencies.
Fictional example
Tourism revenues: 138 bn DH (≈ €12.67 bn) · Year 2025. Tourism revenues in foreign currency, rounded amount published by the ministry. The euro figure in brackets retains its dated exchange rate. For the 2035 vision, the target remains expressed in PPP dollars.
Divide in the correct direction and retain the date and nature of the conversion.
Your practical application work
FICTITIOUS CASE · You are preparing three slides for a buyer living in Lyon: population, tourism revenues and the 2035 target. An old version mixes up their dates and units.
- Draft the three proof sheets with period, scope, status, and source.
- Explain the calculation of revenues in euros and what remains excluded.
- Rewrite an accurate sales sentence for each slide.
Sources and benchmarks
- HCP · General Population Census 2024Population as of 1 September 2024. Accessed: 14 September 2026. Real estate interpretations and exercises created by CBE.
- Ministry of Tourism · Key Figures2025 review. Consulted: 14 September 2026. Real estate interpretations and exercises created by CBE.
- Bank Al-Maghrib · EUR/MAD reference exchange rate11 September 2026 · 1 EUR = 10.8931 MAD. Consulted: 14 September 2026. Real estate interpretations and exercises created by CBE.
- CSMD · New Development ModelGeneral report, April 2021 · table of ambitions p. 60. Accessed: 14 September 2026. Real estate interpretations and exercises created by CBE.