Our recent blog on writing for the C-suite garnered some interesting feedback including requests for tips on executive summaries.
It’s understandable. Talented individuals and teams can pull together comprehensive reports and recommendations, but the effort and effect are often diluted or lost due to lame executive summaries.
Your writing generates impressions. When we speak, people form opinions quickly, usually within 30 seconds. Your executive summary represents your 30 seconds to engage, and build trust and confidence.
Why is the executive summary crucial?
The opening page is the first and often only part of a report the C-suite reads. It is imperative it hits the mark, but too often it doesn’t. Done well, it complements the hard work that has gone into the report proper. But a badly written executive summary reflects poorly on the individual or team responsible, irrespective of the importance of the research and recommendations that follow it.
Your goal is to provide a succinct overview with some salient details, leaving the reader in no doubt about the reasons for the report, and with confidence in the recommendations.
Many will be content with that, which is great, but it should entice others to delve further.
What to include?
1. The problem or need
Briefly describe the situation that has to be addressed. Aim for a punchy paragraph, backed with evidence. Don’t go into detailed background.
2. The desired outcome
Describe the gains or achievements from solving the problem. Go with a persuasive paragraph – two or three sentences with evidence. Bullet points might be useful.
3. The proposed approach / solution
Highlight the way in which the desired outcome will be achieved. Refer to sections of the larger document where your reader can find more detail.
4. The risks and their mitigation
Identify any risks and ways in which they will be addressed. Keep it brief and anchor with evidence.
5. Recommendation(s) and next steps
Be upfront with what you want your reader to do. This may be the last piece of information the busy executive reads, so don’t waste it. Also, don’t leave them in any doubt as to what actions should follow.
These five content areas address the essential questions of busy C-suiters – why? what? and how?
How to start?
1. Write it last
This may seem like stating the obvious, but many executive summaries I have edited were clearly written before the main document was completed and/or the contents finalised. It’s pointless allowing another team member to write it working off notes. Complete and edit the report proper before writing the executive summary.
2. Use a pen and paper to jot down single words or short phrases answering these questions
Why was the project undertaken and why is it important? What are the major findings? What are the recommendations?
3. Edit along the way
Short words, short sentences (25 words) and three-sentence paragraphs. Edit to delete unnecessary words and always write in active voice.
4. Use subheads and bullet points
This is for ease of comprehension. Subheads might include “scope and objective”, and “findings and recommendations”. Keep bullet points to clusters of three and always start them with a verb.
5. Read aloud
When you have completed the first draft, read it aloud. It’s the best form of editing. It will alert you to reader “speed humps”, such as repeated words and phrases.
Less is always more. Keep it to a page in length. Rereading to edit for impact will enable this.
“There are two great rules of life: never tell everything at once.”