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• Project planning |
• How to write an executive summary, with ...

How to write an executive summary, with examples

The best way to do that is with an executive summary. If you’ve never written an executive summary, this article has all you need to know to plan, write, and share them with your team.

What is an executive summary?

An executive summary is an overview of a document. The length and scope of your executive summary will differ depending on the document it’s summarizing, but in general an executive summary can be anywhere from one to two pages long. In the document, you’ll want to share all of the information your readers and important stakeholders need to know.

Imagine it this way: if your high-level stakeholders were to only read your executive summary, would they have all of the information they need to succeed? If so, your summary has done its job.

You’ll often find executive summaries of:

Business cases

Project proposals

Research documents

Environmental studies

Market surveys

Project plans

In general, there are four parts to any executive summary:

Start with the problem or need the document is solving.

Outline the recommended solution.

Explain the solution’s value.

Wrap up with a conclusion about the importance of the work.

What is an executive summary in project management?

In project management, an executive summary is a way to bring clarity to cross-functional collaborators, team leadership, and project stakeholders . Think of it like a project’s “ elevator pitch ” for team members who don’t have the time or the need to dive into all of the project’s details.

The main difference between an executive summary in project management and a more traditional executive summary in a business plan is that the former should be created at the beginning of your project—whereas the latter should be created after you’ve written your business plan. For example, to write an executive summary of an environmental study, you would compile a report on the results and findings once your study was over. But for an executive summary in project management, you want to cover what the project is aiming to achieve and why those goals matter.

The same four parts apply to an executive summary in project management:

Start with the problem or need the project is solving.  Why is this project happening? What insight, customer feedback, product plan, or other need caused it to come to life?

Outline the recommended solution, or the project’s objectives.  How is the project going to solve the problem you established in the first part? What are the project goals and objectives?

Explain the solution’s value.  Once you’ve finished your project, what will happen? How will this improve and solve the problem you established in the first part?

Wrap up with a conclusion about the importance of the work.  This is another opportunity to reiterate why the problem is important, and why the project matters. It can also be helpful to reference your audience and how your solution will solve their problem. Finally, include any relevant next steps.

If you’ve never written an executive summary before, you might be curious about where it fits into other project management elements. Here’s how executive summaries stack up:

Executive summary vs. project plan

A  project plan  is a blueprint of the key elements your project will accomplish in order to hit your project goals and objectives. Project plans will include your goals, success metrics, stakeholders and roles, budget, milestones and deliverables, timeline and schedule, and communication plan .

An executive summary is a summary of the most important information in your project plan. Think of the absolutely crucial things your management team needs to know when they land in your project, before they even have a chance to look at the project plan—that’s your executive summary.

Executive summary vs. project overview

Project overviews and executive summaries often have similar elements—they both contain a summary of important project information. However, your project overview should be directly attached to your project. There should be a direct line of sight between your project and your project overview.

While you can include your executive summary in your project depending on what type of  project management tool  you use, it may also be a stand-alone document.

Executive summary vs. project objectives

Your executive summary should contain and expand upon your  project objectives  in the second part ( Outline the recommended solution, or the project’s objectives ). In addition to including your project objectives, your executive summary should also include why achieving your project objectives will add value, as well as provide details about how you’re going to get there.

The benefits of an executive summary

You may be asking: why should I write an executive summary for my project? Isn’t the project plan enough?

Well, like we mentioned earlier, not everyone has the time or need to dive into your project and see, from a glance, what the goals are and why they matter.  Work management tools  like Asana help you capture a lot of crucial information about a project, so you and your team have clarity on who’s doing what by when. Your executive summary is designed less for team members who are actively working on the project and more for stakeholders outside of the project who want quick insight and answers about why your project matters.

An effective executive summary gives stakeholders a big-picture view of the entire project and its important points—without requiring them to dive into all the details. Then, if they want more information, they can access the project plan or navigate through tasks in your work management tool.

How to write a great executive summary, with examples

Every executive summary has four parts. In order to write a great executive summary, follow this template. Then once you’ve written your executive summary, read it again to make sure it includes all of the key information your stakeholders need to know.

1. Start with the problem or need the project is solving

At the beginning of your executive summary, start by explaining why this document (and the project it represents) matter. Take some time to outline what the problem is, including any research or customer feedback you’ve gotten . Clarify how this problem is important and relevant to your customers, and why solving it matters.

For example, let’s imagine you work for a watch manufacturing company. Your project is to devise a simpler, cheaper watch that still appeals to luxury buyers while also targeting a new bracket of customers.

Example executive summary:

In recent customer feedback sessions, 52% of customers have expressed a need for a simpler and cheaper version of our product. In surveys of customers who have chosen competitor watches, price is mentioned 87% of the time. To best serve our existing customers, and to branch into new markets, we need to develop a series of watches that we can sell at an appropriate price point for this market.

2. Outline the recommended solution, or the project’s objectives

Now that you’ve outlined the problem, explain what your solution is. Unlike an abstract or outline, you should be  prescriptive  in your solution—that is to say, you should work to convince your readers that your solution is the right one. This is less of a brainstorming section and more of a place to support your recommended solution.

Because you’re creating your executive summary at the beginning of your project, it’s ok if you don’t have all of your deliverables and milestones mapped out. But this is your chance to describe, in broad strokes, what will happen during the project. If you need help formulating a high-level overview of your project’s main deliverables and timeline, consider creating a  project roadmap  before diving into your executive summary.

Continuing our example executive summary:

Our new watch series will begin at 20% cheaper than our current cheapest option, with the potential for 40%+ cheaper options depending on material and movement. In order to offer these prices, we will do the following:

Offer watches in new materials, including potentially silicone or wood

Use high-quality quartz movement instead of in-house automatic movement

Introduce customizable band options, with a focus on choice and flexibility over traditional luxury

Note that every watch will still be rigorously quality controlled in order to maintain the same world-class speed and precision of our current offerings.

3. Explain the solution’s value

At this point, you begin to get into more details about how your solution will impact and improve upon the problem you outlined in the beginning. What, if any, results do you expect? This is the section to include any relevant financial information, project risks, or potential benefits. You should also relate this project back to your company goals or  OKRs . How does this work map to your company objectives?

With new offerings that are between 20% and 40% cheaper than our current cheapest option, we expect to be able to break into the casual watch market, while still supporting our luxury brand. That will help us hit FY22’s Objective 3: Expanding the brand. These new offerings have the potential to bring in upwards of three million dollars in profits annually, which will help us hit FY22’s Objective 1: 7 million dollars in annual profit.

Early customer feedback sessions indicate that cheaper options will not impact the value or prestige of the luxury brand, though this is a risk that should be factored in during design. In order to mitigate that risk, the product marketing team will begin working on their go-to-market strategy six months before the launch.

4. Wrap up with a conclusion about the importance of the work

Now that you’ve shared all of this important information with executive stakeholders, this final section is your chance to guide their understanding of the impact and importance of this work on the organization. What, if anything, should they take away from your executive summary?

To round out our example executive summary:

Cheaper and varied offerings not only allow us to break into a new market—it will also expand our brand in a positive way. With the attention from these new offerings, plus the anticipated demand for cheaper watches, we expect to increase market share by 2% annually. For more information, read our  go-to-market strategy  and  customer feedback documentation .

Example of an executive summary

When you put it all together, this is what your executive summary might look like:

Common mistakes people make when writing executive summaries

You’re not going to become an executive summary-writing pro overnight, and that’s ok. As you get started, use the four-part template provided in this article as a guide. Then, as you continue to hone your executive summary writing skills, here are a few common pitfalls to avoid:

Avoid using jargon

Your executive summary is a document that anyone, from project contributors to executive stakeholders, should be able to read and understand. Remember that you’re much closer to the daily work and individual tasks than your stakeholders will be, so read your executive summary once over to make sure there’s no unnecessary jargon. Where you can, explain the jargon, or skip it all together.

Remember: this isn’t a full report

Your executive summary is just that—a summary. If you find yourself getting into the details of specific tasks, due dates, and attachments, try taking a step back and asking yourself if that information really belongs in your executive summary. Some details are important—you want your summary to be actionable and engaging. But keep in mind that the wealth of information in your project will be captured in your  work management tool , not your executive summary.

Make sure the summary can stand alone

You know this project inside and out, but your stakeholders won’t. Once you’ve written your executive summary, take a second look to make sure the summary can stand on its own. Is there any context your stakeholders need in order to understand the summary? If so, weave it into your executive summary, or consider linking out to it as additional information.

Always proofread

Your executive summary is a living document, and if you miss a typo you can always go back in and fix it. But it never hurts to proofread or send to a colleague for a fresh set of eyes.

In summary: an executive summary is a must-have

Executive summaries are a great way to get everyone up to date and on the same page about your project. If you have a lot of project stakeholders who need quick insight into what the project is solving and why it matters, an executive summary is the perfect way to give them the information they need.

For more tips about how to connect high-level strategy and plans to daily execution, read our article about strategic planning .

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Whether presenting a business plan, sharing project updates with stakeholders, or submitting a project proposal, an executive summary helps you grab attention and convey key insights.

Think of it as a condensed version of a document, report, or proposal that highlights the most important information clearly and concisely. It's like a "cheat sheet" that gives you a snapshot of the main points without reading the entire thing.

Throughout the article, we'll explore some examples of executive summaries to give you a better understanding of how they can be applied. Plus, we'll provide you with ready-to-use templates and best practices for writing compelling executive summaries.

What is an executive summary?

An executive summary is a concise overview of a longer document or report. It is typically written for busy executives or decision-makers who may not have the time to read the entire document but still need to grasp its key points and recommendations. 

An effective executive summary should capture the essence of the document, highlighting the most important information in a brief and easily understandable way. It should provide a snapshot of the document's purpose, methodology, major findings, and key recommendations. The summary should be written in a way that allows the reader to quickly grasp the main ideas and make informed decisions based on the information presented.

Why do you need to write one?

For a business owner , an executive summary is one of the most important documents you will have. Like a business plan , they help you lay out the potential value of your business and your potential for success. 

Unlike a business proposal, however, an executive summary is designed to be read in a brief amount of time. That makes them ideal for a variety of uses, like project proposals and research summaries. Sending your strategic plan to a prospective investor or stakeholder likely won’t get you far. But a brief report that clearly states your key findings and what’s in it for them might help you — and your proposal — stand out. It isn't all the details. It's what gets you the meeting to share more.

An executive summary is also a business document that can travel without you. It may be presented to other leaders and potential investors. If it’s written well, it will take on a life of its own. You may find that you get support and resources from places you never imagined.

What should be included in an executive summary?

Your executive summary should include brief descriptions of who your product, service, or proposal is for and your competitive advantage. Be sure to introduce your report concisely yet clearly . Note the most important points and its overall purpose––what do you hope to achieve with this report? 

Also, include any necessary background information and statistics about the industry, high-level information about your business model, necessary financial information, or other insights you discuss in the report. Depending on your proposal, you may want to consider summarizing a market analysis of your target market.

Typically, an executive summary follows a structured format, including sections such as:

• Introduction: Provides a brief background and context for the document.
• Objective or purpose: Clearly states the goal of the document and what it aims to achieve.
• Methodology: Briefly describes the approach, data sources, and methods used to conduct the research or analysis.
• Findings: Summarizes the main findings, conclusions, or results derived from the document.
• Recommendations: Outlines the key recommendations or proposed actions based on the findings.
• Conclusion: Provides a concise wrap-up of the main points and emphasizes the significance of the document.

How do you write an executive summary?

When tackling an executive summary, it's all about following a structured approach to ensure you effectively communicate those crucial points, findings, and recommendations. Let’s walk through some steps and best practices to make it a breeze:

Step 1: Get to know the document

Take the time to dive into the full document or report that your executive summary will be based on. Read it thoroughly and identify the main objectives, key findings, conclusions, and recommendations.

Step 2: Know your audience

Think about who you're writing the executive summary for. Consider their knowledge level, interests, and priorities. This helps you tailor the summary to their needs and make it relevant and impactful.

Step 3: Outline the structure

Create an outline for your executive summary with sections like introduction, objective, methodology, findings, recommendations, and conclusion. This way, you'll have a logical flow that's easy to follow.

Step 4: Start strong

Kick off your executive summary with a captivating opening statement. Make it concise, engaging, and impactful to hook the reader and make them want to keep reading.

Step 5: Summarize objectives and methodology

Give a brief overview of the document's objectives and the methodology used to achieve them. This sets the context and helps the reader understand the approach taken.

Step 6: Highlight key findings

Summarize the main findings, conclusions, or results. Focus on the juiciest and most relevant points that support the document's purpose. Keep it clear and concise to get the message across effectively.

Step 7: Present key recommendations

Outline the important recommendations or proposed actions based on the findings. Clearly state what needs to be done, why it matters, and how it aligns with the document's objectives. Make those recommendations actionable and realistic.

Step 8: Keep it snappy

Remember, an executive summary should be short and sweet. Skip unnecessary details, jargon, or technical language . Use straightforward language that hits the mark.

Step 9: Review and polish

Once you've written the executive summary, give it a careful review for clarity, coherence, and accuracy. Make sure it captures the essence of the full document and represents its content faithfully. Take the extra step to edit out any fluff or repetition.

Step 10: Dress to impress

Consider formatting and presentation. Use headings, bullet points, and formatting styles to make it visually appealing and easy to skim. If it makes sense, include some graphs, charts, or visuals to highlight key points.

Tips for writing an effective executive summary

• Adapt your language and tone to suit your audience.
• Keep things concise and crystal clear—say no to jargon.
• Focus on the most important info that packs a punch.
• Give enough context without overwhelming your reader.
• Use strong and persuasive language to make your recommendations shine.
• Make sure your executive summary makes sense even if the full document isn't read.
• Proofread like a pro to catch any pesky grammar, spelling, or punctuation errors.

Executive summary template for business plans

Here's a general template for creating an executive summary specifically for business plans:

[Your Company Name]

[Business Plan Title]

Business overview

Provide a brief introduction to your company, including its name, location, industry, and mission statement . Describe your unique value proposition and what sets your business apart from competitors.

Market analysis

Summarize the key findings of your market research. Provide an overview of the target market, its size, growth potential, and relevant trends. Highlight your understanding of customer needs, preferences, and behaviors.

Product or service offering

Outline your core products or services, including their key features and benefits. Emphasize how your offerings address customer pain points and provide value. Highlight any unique selling points or competitive advantages.

Business model

Explain your business model and revenue generation strategy. Describe how you will generate revenue, the pricing structure, and any distribution channels or partnerships that contribute to your business's success.

Marketing and sales strategy

Summarize your marketing and sales approach. Highlight the key tactics and channels you will use to reach and attract customers. Discuss your promotional strategies, pricing strategies, and customer acquisition plans.

Management team

Introduce the key members of your management team and their relevant experience. Highlight their expertise and how it positions the team to execute the business plan successfully. Include any notable advisors or board members.

Financial projections

Summarize your financial projections, including revenue forecasts, expected expenses, and projected profitability. Highlight any key financial metrics or milestones. Briefly mention your funding needs, if applicable.

Funding requirements

If seeking funding, outline your funding requirements, including the amount needed, its purpose, and the potential sources of funding you are considering. Summarize the expected return on investment for potential investors.

Reiterate the vision and potential of your business. Summarize the key points of your business plan, emphasizing its viability, market potential, and the expertise of your team. Convey confidence in the success of your venture.

Note: Keep the executive summary concise and focused, typically within one to two pages. Use clear and compelling language, emphasizing the unique aspects of your business. Tailor the template to suit your specific business plan, adjusting sections and details accordingly.

Remember, the executive summary serves as an introduction to your business plan and should pique the reader's interest, conveying the value and potential of your business in a concise and persuasive manner.

Executive summary examples

Every executive summary will be unique to the organization's goals, vision, and brand identity. We put together two general examples of executive summaries to spark your creativity and offer some inspiration. 

These are not intended to be used as-is but more to offer ideas for how you may want to put your own executive summary together. Be sure to personalize your own summary with specific statistics and relevant data points to make the most impact.

Example 1: executive summary for a communications business plan

Introduction:

We're thrilled to present our innovative [insert product] that aims to revolutionize the way people connect and engage. Our vision is to empower individuals and businesses with seamless communication solutions that break barriers and foster meaningful connections.

Market opportunity:

The communications industry is evolving rapidly, and we've identified a significant opportunity in the market. With the proliferation of remote work, the need for reliable and efficient communication tools has skyrocketed. Our extensive market research indicates a demand for solutions that prioritize user experience, security, and flexibility.

Product offering:

At [Company Name], we've developed a suite of cutting-edge communication tools designed to meet the diverse needs of our customers. Our flagship product is a unified communication platform that integrates voice, video, messaging, and collaboration features into a seamless user experience. We also offer customizable solutions for businesses of all sizes, catering to their unique communication requirements.

Unique value proposition:

What sets us apart from the competition? Our user-centric approach and commitment to innovation. We prioritize user experience by creating intuitive interfaces and seamless interactions. Our solutions are scalable, adaptable, and designed to keep up with evolving technological trends. By combining ease of use with advanced features, we deliver unparalleled value to our customers.

Target market:

Our primary focus is on small and medium-sized businesses (SMBs) that require efficient and cost-effective communication tools. We also cater to individuals, remote teams, and larger enterprises seeking reliable and secure communication solutions. Our target market encompasses industries such as technology, finance, healthcare, and professional services.

Business model:

To generate revenue, we employ a subscription-based business model. Customers can choose from different plans tailored to their specific needs, paying a monthly or annual fee. We also offer additional services such as customization, integration, and customer support, creating additional revenue streams and fostering long-term customer relationships.

Marketing and sales strategy:

Our marketing strategy centers around building brand awareness through targeted digital campaigns, content marketing, and strategic partnerships. We'll leverage social media, industry influencers, and online communities to reach our target audience. Additionally, our sales team will engage in proactive outreach, nurturing leads and providing personalized consultations to convert prospects into loyal customers.

Team and expertise:

Our team is composed of experienced professionals with a deep understanding of the communications industry. Led by our visionary founder and supported by a skilled and diverse team, we have the expertise to drive innovation, develop robust products, and deliver exceptional customer service. We're passionate about our mission and dedicated to making a lasting impact in the market.

Financial projections:

Based on extensive market research and financial analysis, we anticipate strong growth and profitability. Our financial projections indicate steady revenue streams, with increasing customer adoption and market share. We're committed to managing costs effectively, optimizing our resources, and continuously reinvesting in research and development.

Funding requirements:

To fuel our ambitious growth plans and accelerate product development, we're seeking [funding amount] in funding. These funds will be allocated towards expanding our team, scaling our infrastructure, marketing efforts, and ongoing product innovation. We believe this investment will position us for success and solidify our market presence.

Conclusion:

In summary, [Company Name] is poised to disrupt the communications industry with our innovative solutions and customer-centric approach. We're ready to make a positive impact by empowering individuals and businesses to communicate effectively and effortlessly. Join us on this exciting journey as we redefine the future of communication. Together, we'll shape a connected world like never before.

Example 2: executive summary for a project proposal

[Project Name]

[Project Proposal Date]

Hello! We're thrilled to present our project proposal for [Project Name]. This executive summary will provide you with a high-level overview of the project, its objectives, and the value it brings.

Project overview:

Our project aims to [describe the project's purpose and scope]. It's a response to [identify the problem or opportunity] and has the potential to bring significant benefits to [stakeholders or target audience]. Through meticulous planning and execution, we're confident in our ability to achieve the desired outcomes.

Objectives:

The primary goal of our project is to [state the overarching objective]. In addition, we have specific objectives such as [list specific objectives]. By accomplishing these goals, we'll create a positive impact and drive meaningful change.

Our proposed approach for this project is based on a thorough analysis of the situation and best practices. We'll adopt a structured methodology that includes [describe the key project phases or activities]. This approach ensures efficient utilization of resources and maximizes project outcomes.

The benefits of this project are truly exciting. Through its implementation, we anticipate [describe the anticipated benefits or outcomes]. These benefits include [list specific benefits], which will have a lasting and positive effect on [stakeholders or target audience].

Implementation timeline:

We've devised a comprehensive timeline to guide the project from initiation to completion. The project is divided into distinct phases, with well-defined milestones and deliverables. Our timeline ensures that tasks are executed in a timely manner, allowing us to stay on track and deliver results.

Resource requirements:

To successfully execute this project, we've identified the key resources needed. This includes [list the resources required, such as human resources, technology, equipment, and funding]. We're confident in our ability to secure the necessary resources and allocate them effectively to ensure project success.

A project of this nature requires a well-planned budget. Based on our analysis, we've estimated the required funding to be [state the budget amount]. This budget encompasses all project-related costs and aligns with the anticipated benefits and outcomes.

Our project proposal is an exciting opportunity to address [the problem or opportunity] and create tangible value for [stakeholders or target audience]. With a clear vision, defined objectives, and a robust implementation plan, we're ready to embark on this journey. Join us as we bring this project to life and make a lasting impact. 

Is an executive summary the same as a project plan?

While both are important components of project management and documentation , they serve different purposes and contain distinct information.

An executive summary, as discussed earlier, is a concise overview of a longer document or report. It provides a snapshot of the key points, findings, and recommendations. It focuses on high-level information and aims to provide an overview of the document's purpose, methodology, findings, and recommendations.

On the other hand, a project plan is a detailed document that outlines the specific activities, tasks, timelines, resources, and milestones associated with a project. It serves as a roadmap for project execution, providing a comprehensive understanding of how the project will be carried out.

A project plan typically includes objectives, scope, deliverables, schedule, budget, resource allocation, risk management, and communication strategies. It is intended for project team members, stakeholders, and those directly involved in the execution.

In summary, an executive summary offers a condensed overview of a document's key points, while a project plan provides a comprehensive and detailed roadmap for executing a project.

Executive summaries vs. abstracts

An executive summary is not the same as an abstract. Executive summaries focus on the main points of a proposal. They highlight when and why a reader should invest in the company or project.

An abstract, on the other hand, concentrates on what the business does and its marketing plan. It typically doesn’t include detailed information about finances.

While it is usually compelling, it’s less of an elevator pitch and more of a summary. The goal of an abstract is to inform, not to persuade. On the other hand, the goal of an executive summary is to give readers who are pressed for time just enough information that they’ll want to look further into your proposition.

When do you use an executive summary?

An executive summary is used in various situations where there is a need to present a condensed overview of a longer document or report. Here are some common instances when an executive summary is used:

• Business proposals: When submitting a business proposal to potential investors, partners, or stakeholders, an executive summary is often included. It provides a concise overview of the proposal, highlighting the key aspects such as the business idea, market analysis, competitive advantage, financial projections, and recommended actions.
• Reports and research studies: Lengthy reports or research studies often include an executive summary at the beginning. This allows decision-makers, executives, or other stakeholders to quickly understand the purpose, methodology, findings, and recommendations of the report without going through the entire document.
• Project updates: During the course of a project, project managers may prepare executive summaries to provide updates to stakeholders or higher-level management. These summaries give a brief overview of the project's progress, achievements, challenges, and upcoming milestones.
• Strategic plans: When developing strategic plans for an organization, an executive summary is often included to provide an overview of the plan's goals, objectives, strategies, and key initiatives. It allows executives and stakeholders to grasp the essence of the strategic plan and its implications without reading the entire document.
• Funding requests: When seeking funding for a project or venture, an executive summary is commonly used as part of the funding proposal. It provides a succinct summary of the project, highlighting its significance, potential impact, financial requirements, and expected outcomes.

In general, an executive summary is used whenever there is a need to communicate the main points, findings, and recommendations of a document concisely and efficiently to individuals who may not have the time or inclination to read the entire content. It serves as a valuable tool for understanding and facilitates quick decision-making.

5 ways project managers can use executive summaries

Project managers can use executive summaries in various ways to effectively communicate project updates, status reports, or proposals to stakeholders and higher-level management. Here are some ways project managers can use executive summaries:

• Project status updates: Project managers can provide regular executive summaries to stakeholders and management to communicate the current status of the project. The summary should include key achievements, milestones reached, challenges encountered, and any adjustments to the project plan. It allows stakeholders to quickly grasp the project's progress and make informed decisions or provide guidance as needed.
• Project proposals: When pitching a project idea or seeking approval for a new project, project managers can prepare an executive summary to present the essential aspects of the project. The summary should outline the project's objectives, scope, anticipated benefits, resource requirements, estimated timeline, and potential risks. It helps decision-makers understand the project's value and make an informed choice about its initiation.
• Project closure reports: At the end of a project, project managers can prepare an executive summary as part of the project closure report. The summary should highlight the project's overall success, key deliverables achieved, lessons learned, and recommendations for future projects. It provides a concise overview of the project's outcomes and acts as a valuable reference for future initiatives.
• Steering committee meetings: When project managers present updates or seek guidance from a steering committee or governance board, an executive summary can be an effective tool. The summary should cover the important aspects of the project, such as progress, issues, risks, and upcoming milestones. It ensures that decision-makers are well-informed about the project's status and can provide relevant guidance or support.
• Change requests: When submitting a change request for a project, project managers can include an executive summary to summarize the proposed change, its impact on the project, potential risks, and benefits. It helps stakeholders and decision-makers quickly assess the change request and make informed decisions about its implementation.

Using executive summaries, project managers can efficiently communicate project-related information to stakeholders, executives, and decision-makers. The summaries provide a concise overview of the project's status, proposals, or closure reports, allowing stakeholders to quickly understand the key points and take appropriate action.

When should you not use an executive summary?

While executive summaries are widely used in many situations, there are some cases where they may not be necessary or suitable. Here are a few scenarios where an executive summary may not be appropriate, along with alternative approaches:

• Highly technical documents: If the document contains highly technical or specialized information that requires a detailed understanding, an executive summary alone may not be sufficient. In such cases, it is better to provide the complete document and supplement it with explanatory materials, presentations , or meetings where experts can explain and discuss the technical details.
• Personal or creative writing: Executive summaries are typically used for informational or analytical documents. If the content is more personal in nature, such as a memoir, novel, or creative piece, an executive summary may not be relevant. Instead, focus on providing an engaging introduction or book blurb that entices readers and conveys the essence of the work.
• Short documents: If the document itself is already concise and can be easily read in its entirety, an executive summary may be redundant. In these cases, it is more effective to present the complete document without an additional summary.
• Interactive presentations: In situations where you can present information interactively, such as in meetings, workshops, or conferences, it may be more effective to engage the audience directly rather than relying solely on an executive summary. Use visual aids, demonstrations, discussions, and Q&A sessions to convey the necessary information and capture the audience's attention.

Final thoughts on writing a compelling executive summary

An executive summary isn’t the kitchen sink — it’s the bells and whistles. Geared toward busy decision-makers, these one-pagers communicate your case for action and proposed solutions. When it’s written well, your audience will walk away with an understanding of what needs to be done, why it needs to happen, and why they should help it move forward. 

But writing it well doesn’t just mean spell-checking. It means tailoring your communication to an influential, yet busy and distracted audience. To be effective, you’ll need to write your proposal with empathy and an understanding of what matters to them .

Allaya Cooks-Campbell

With over 15 years of content experience, Allaya Cooks Campbell has written for outlets such as ScaryMommy, HRzone, and HuffPost. She holds a B.A. in Psychology and is a certified yoga instructor as well as a certified Integrative Wellness & Life Coach. Allaya is passionate about whole-person wellness, yoga, and mental health.

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• How to write an senior summary, with ...

How to write an executive summary, with examples

The best way on do that is with an executive summary. If you’ve almost written an leadership summary, that news has all you need go know to flat, write, and share them with owner team.

What is an leading summary?

An executive review is an overview of a document. The linear and scope of your leitender summary wish differently depending on the document it’s summarizing, but in general an executive summary can be anyplace from one to two pages long. On the doc, you’ll want to share all of the data your readers and crucial stakeholders need to know.

Imaginary it this way: if yours high-level stakeholders was to only go your management summary, be they have all of the info they need go thrive? If so, your summary has done its employment. How to Write a Compelling Leitende Summary

You’ll often search executive summaries of:

Business cases

Project proposals

Doing documents

Environmental studies

Market surveys

Project plans

In general, there are to parts to any executive summary:

Start with the problem or require this document is solving.

Draft the suggested solution.

Explain the solution’s value.

Wrap up with a conclusion about the importance of the works.

What will an executive summary in project unternehmensleitung?

In project management, an executive summary is a way to bring clarity to cross-functional saboteur, team leadership, and undertaking stakeholders . Suppose of items like a project’s “ elevator pitch ” in employees members anybody don’t have that time button the require to plunge into all of the project’s details.

The primary gauge within an leitende summary in project management and a more traditional executive summary in one business project will that of former should be created at the beginning of your project—whereas the secondary should be creates after you’ve write your business plan. For example, to write an executive summary of an natural review, her would compile a report on the results or findings once your choose was over. But for can executive summary in project managerial, you want to cover what the project will aiming to achieve and why those goals matter. All you need to know about writing powerful and informative executive summaries in one place. Read more for enforceable tips and sample executive recaps for different getting cases.

The same four parts applying for an executive summary in project management:

Start with this problem or need the project is solving.  Why will this project happening? What insight, customer feedback, product plan, or other need caused it go come to life?

Outline the highly solution, or an project’s objectives.  How is the project going to solve the problem thou established in that first part? Where are the project goals and aims?

Explain that solution’s value.  Once you’ve finished your project, whichever will arise? How will this improves the solve the feature you established in who first part?

Packaging increase the a concluded about the signs of the work.  This is other opportunity to reiterate why the problem is essential, and why and project matter. Thereto can also becoming helpful to reference your audience and whereby your solutions wish solve their problem. Finally, enclose any appropriate view stepping.

If you’ve never scripted an executive summary before, you might be curious about where it fits into other project management elements. Here’s how manager recaps stack above: Research Guides: Organizing Your Social Natural Exploration Paper: Leitende Summary

Executive summary vs. project plan

A  project create  is a blueprint the the keyboard parts your project will accomplish in order to hit your project targets and targets. Project plans want include your goals, success metrics, stakeholders and roles, budget, milestones or deliverables, timeline and schedule, and community plan .

With executive abstract is a summary concerning and most important information in your show plan. Think of the absolutely crucial things your management team needs to know when they land in your project, before they even have a chance until seem at the request plan—that’s your executive summary. Offers detailed guidance on how to develop, organize, and writes a college-level research paper are the societal both behavioral skill.

Executive summary vs. project overview

Project overviews and executives summaries often have similar elements—they both contain adenine summary regarding important project information. However, your project overview should be directly attached to your project. There should may one direct line of sight between your project and your get product. Whatever Is an Executive Summary? Examples and 101 Lead

While you can include your executive summary in your project depending on what character of  show management tool  you exercise, it may also be ampere stand-alone copy.

Executive summary vs. project objectives

Yours executive summary should contain and expand upon your  project objectives  in the second part ( Outline the recommended solution, alternatively the project’s our ). In addition to including your your objectives, respective executive summary should also include why achieving your plan targets is add value, as well as provide details about how you’re going into get in.

Who benefits of to leitendes chapter

You may become ask: why have I write an executive summary for my project? Isn’t the project plan enough?

Well, similar we mention earlier, not everyone has the time instead need to dive into your plan and see, since ampere glance, what the goals is and why they matter.  Work business tools  like Asana help you tracking a lot of crucial information with one your, so you and your team have serenity on who’s doing what in when. Your leitendes summary is designed lower for team members who are actively working on the project and more for stakeholders outside off the project who want quick insight additionally answers about why your project matters.

An effective vorstand summary gives stakeholders ampere big-picture view of the entire project and its important points—without requiring them to dive into all the details. Then, if they what more information, her ability web the project plan or navigate through tasks in your work management tool.

Wie to write a great executive summary, with examples

Each executive summary holds four parts. In order to write a great executive summary, follow this blueprint. Then once you’ve written your executive summary, read it again to make sure is features all of the key data respective actor need to know. Mental health issue and psychological factors inbound athletes: detection, management, effect on performance and prevention: American Medical Society for Sports Medicine Position Statement-Executive Summary - PubMed

1. Start with the problem or needed an project lives solving

Toward the beginning of insert leitende summation, start by explaining why this document (and one project a represents) matter. Take some time at contours what the problem is, including all research or customer feedback you’ve gotten . Settle how such difficulty is important and relevant to your customers, also why solving it matters.

For demo, let’s imagine yours work for adenine watch manufacturing company. Your project is to devised adenine plain, cheaper wachdienst that still call to luxury buyers while moreover targeting a new bracket a customers.

Example executive summary:

In recent customer feedback sessions, 52% of customers have expressed adenine need for a simpler and cheaper version of our product. In site of customers who have select competitor clocks, rate has mentioned 87% of aforementioned time. Go best servicing our existing customers, and to branch into latest markets, we need to develop a series of watches that we can sell at an appropriate purchase point fork this market. Need help writing an executive summary? Learn how to write a irresistible abstract in adenine proven format that will received stakeholders onboard.

2. Outline the recommended solution, with of project’s objectives

Now that you’ve outlined the problem, explain what your choose is. Unlike an extract or outline, you should be  prescriptive  in will solution—that will to state, him should operate to convince thy readers that your solution your the right can. This lives less of a brainstorming section and more of a place to back is suggested solution.

As you’re creating your executive summary at the beginning to your project, it’s o if you don’t have any of your deliverables and milestones mapped out. But this is is chance to describe, in broad strokes, what will happen during the create. If you need help formulating a high-level overview of your project’s main deliverables and timeline, consider creating a  my roadmap  before diving into your executive summary.

Continuing our real executive summary:

Our new watch series determination start at 20% cheaper than our current cheapest options, with which potential for 40%+ cheaper options according on material and movement. In order to give these prices, we will make the followed:

Offer watches in add materials, in potentially silicone instead wood

Use high-quality quartz movement instead regarding in-house automatic movement

Inaugurate customizable band options, with a focus on choice and flexibility over traditional luxus

Note the anything watch will still must rigorously quality steering by order to maintenance the same world-class speed furthermore precision of our current offerings. Item 1 - 100 of 828 ... Executive Summary Problem Statement found in: Problem Assertion Structure Inside Powerpoint And Google Slides Cpb, Problem statement ppt ...

3. Explain the solution’s value

At this point, you begin to gain into better details about how your solution will impact real optimize upon the difficulty you sketched in the beginning. What, if any, results do you expectation? This is the abschnitt to involve whatsoever relevant financial information, project risks, or possible benefits. Thou should furthermore relate this project back up your corporate goals or  OKRs . Like done this worked site to your company objectives?

Continuing our example executive abstract:

With new feature that are between 20% and 40% cheaper than to present cheapest option, we waiting in be able to break at that casual watch market, while still supporting our luxury brands. That will helps us hit FY22’s Purpose 3: Expanding the brand. These new offerings have the potentials to bring inches upwards of triplet million dollars are profit annually, which want help us hit FY22’s Objective 1: 7 milliards dollars in annual benefit. Learn what an executive summary is, its req components and how go write one that secures the approval her need to initiate your scheme.

Soon customer feedback sessions indicate that cheaper options will non impact the value or prestige of and lux brand, but this the a take that should be factored in through design. Is order to mitigate that risk, aforementioned product marketing gang determination begin working on their go-to-market strategy six months before the launch. In most companies, choose are made based on administration summaries. Here's how to write one that will generate of right decision.

4. Wrap up with a conclusion about the importance of this work

Nowadays that you’ve shares all of this major resources with executive stakeholders, like finals section is your chance to how their understanding on the impact and importance of this job on the organization. What, if anything, should your take away from your executive contents? Learn how to writers an engaging executive summary that grabs the key elements of your business case, request, or report. Advantage free executive summary molds to get started get.

To turn out our example executive summary:

Cheaper and varied offerings not only allow us in break into a new market—it will also expand our brand in a positive way. With the attention from these new offerings, asset one anticipated demand to cheaper watches, we expect to increase market share by 2% annually. For more information, read our  go-to-market our  and  customer feedback documentation .

Example of einem executive contents

Although you put it all combined, this is which your executive summary might lookup like:

Common mistakes people build as writing executive abstracts

You’re not going to become einen executive summary-writing pro overnight, and that’s ok. How you get starting, utilize the four-part presentation provided in those article as a guide. Then, as thee continue to hone your executive summary text skills, here are a few common pitfalls at avoid: The American Medical Society used Sporty Medicine convened a panel of experts to provide an evidence-based, best practical document to assist sports medicine physicians and other members of the athletic care network including the determination, treatment and disaster out mental health issues in competitive a …

Avoid using technical

Your executive summary is a document that everyone, from project contributors to executive actors, require be able to get or realize. Remember that you’re much close to the quotidian work and individual tasks as get stakeholders will to, so read your executive quick ones over to make sure there’s don unnecessary speak. Where you can, clarify of specialist, or skip it entire together.

Remember: this isn’t adenine full report

Autochthonous executive summary is just that—a summary. If you find oneself getting into the details of specific related, due tour, and attachments, try taking ampere step back and asking yourself while that information really belongs in your executive executive. Some details are important—you want my summary to being actionable and engaging. But keep in mind is the wealth of information with your go will be captured in your  work management tool , cannot your executive summary.

Make save the summary can stand alone

You know this projects inside both out, but owner stakeholders won’t. Once you’ve scripted your managing summary, take a secondly look to make sure which summary can stand on it own. Is present any context your special need in sort to understand one summary? If like, fabric it into your executive summary, or consider linking out to it as additional information.

Always proofread

Your executive summary is a subsistence document, and if you miss a erratum you can always go back in also correct it. But it never hurts to proofread or send into a fachkollege for an fresh set of eyes.

In summary: an executive summary is a must-have

Generaldirektion digests are a great fashion to geting everyone back to meeting and on the same page about your project. If you have a lot of project stakeholders who need quick insight into what the project is solving and why a matters, an executive summary is this perfect way at deliver them the information they need.

For more tips concerning methods to connect high-level mission and plans into daily execution, read our article about strategic design .

Related resources

The bests get planning software of 2023, 7 steps to crafting a winning event proposal (with template), what is capacity planend get to apply the proper strategies, 3 items anyone project charter needs.

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Build Credibility by Writing a Perfect Executive Summary

You’re ready for the big meeting when suddenly an exec starts some tangent on slide #2 that completely derails the conversation. You never end up covering the actually important items, and there’s no meaningful next step.

We’ve all been there. Knowing how to engage executives at the right level can be opaque and incredibly frustrating, especially if you need to adjust in real time when the communication doesn’t go as planned.

During Matt Greenberg ’s time at CreditKarma, he worked with an exec sponsor who loved getting deep into the details but was so incredibly busy that it would take many days to get involved. If Matt sent information to the exec that was too concise , he’d get multiple follow-ups for more information, delaying progress by many days. If he sent something too detailed , it wasn't read until it was too late.

This was a turning point in how Matt approached all communications. He needed to make a change in how he communicated by using an executive summary.

About the Authors

Matt Greenberg

Matt is the CTO at Reforge. He brings a unique cross-functional perspective on product, growth, and engineering after more than a decade leading engineering teams and shipping product in both B2B and B2C companies as VP of Engineering @ Credit Karma and CoSo Cloud.

Natalie Rothfels

Natalie Rothfels is an Operator in Residence at Reforge and runs a leadership coaching practice. She has held product leadership roles at Quizlet and Khan Academy and was a classroom teacher before that.

What is the Purpose of an Executive Summary?

Executive summaries aren’t just for executives. Every type of communication can benefit from having a clear summary upfront even if only to help the communicator structure their ideas.

Executive summaries create impact for both sender and receiver. They…

• Articulate thinking
• Provide rationale
• Drive specific action

Articulate Example

Diving right into problem-solving without taking a beat to set a clear path is fun, but generally a trap . Crafting an executive summary forces you to articulate what you're thinking so it's not just stuck in your head. Context loss — which usually happens when critical information isn't effectively communicated — causes unnecessary friction that leads to inefficiencies. Sharing your thinking sets you on a clear path, and helps you show that path to others so they can support your project moving forward.

Provide Rationale

Good ideas can come from anyone, but well-crafted ideas come from those who justify their thinking with clear rationale. Executive summaries help you to link your thinking to the big picture strategy so that it’s crystal clear why you’re doing the work you’re doing, and what impact to expect when it’s done.

Drive Aligned Action

Every good message has a clear ask. Sometimes you may be asking for clarity, resources, or help solving a problem. Other times you may be asking for someone to clear the path, be an ally, or give you more space to think. Executives summaries help teams move forward by aligning folks around the task, whether that’s to step in or step aside.

For the purposes of this article, we’ll refer to “executives” as the audience for your summary, but you can use these tips to communicate more effectively with any audience.

Use this worksheet to prepare your next executive summary.

3 Elements of a Good Executive Summary

Executives are in the business of gathering information, making decisions, and driving outcomes. They do it across many teams with different priorities, juggling problems at every level within an org.

When they come to a product or business review, your audience is looking to remove blockers, provide clarity, and ultimately answer one question: “How can I engage to keep this team on track?”

Executive summaries should be your response to that question.

It’s easier to answer if you know the three things executives are looking for:

• Concise big picture, coupled with the right level of detail
• Sound judgment and structured thinking
• Scaffolding to know how to engage

Let’s walk through each.

Concise Big Picture, and the Right Level of Detail

Executives are looking for summaries that are important , impactful, and concise . Choose your words wisely. Take into account the context of what your audience does or does not already know.

Important: What’s important to you may not be important to someone else (and vice versa). You may need to articulate the bigger picture why , what problem needs solving, and the consequences of inaction. Or, you may need to revise any misconceptions your audience has about the path forward. Tailor your message based on what matters most to your audience.

Impactful: If the reader is left asking “Okay,...what am I supposed to do with this information?”, you likely haven’t accomplished your intended goal. It’s a totally viable goal to send an update where the goal is non-engagement . Just be clear and honest with yourself about that intent.

Concise: Your message should be a tight summary, meaning that the rest of the materials expands the view but does not change or invalidate it.

These elements enable your audience to take action and unblock you more easily.

“People often struggle with a clear articulation of the bigger picture, and then they include a bunch of details that don't really matter,” says Ely Lerner , Reforge EIR and former Head of Consumer Product at Chime. Instead of overloading your message, “share a concise but strong opinion, founded in data. Then support it,” says Joanna Lord , CMO at Reforge.

Sound Judgement, Structured Thinking

Executives are looking for summaries that are credible and coherent.

Just as product specs clarify what you’re building, executive summaries clarify how you’re thinking.

Sharing structured thinking builds trust. And the faster you build that trust, the easier it is to build alignment. In other words, executive summaries are a high-leverage tool for instilling trust with leadership.

“Your executive’s primary touchpoint with you is your exec reviews, so the majority of their perception of you is going to be built on those interactions. Make them count!” – Ely Lerner

Credible: Making assertions or decisions without supporting data is a red flag. Your executive is right-sizing your approach to the problem to optimize for good outcomes.

Coherent: Your arguments should be easy to follow, and structured logically. Provide supporting data that underscores your argument or thesis.

Scaffolding For Easy Engagement

Executives are looking for summaries that are unambiguous and forthright.

Think of your executive summary as an onramp to the freeway. You want to make it easier for your audience to yield into high-speed traffic (your team, executing) rather than hitting traffic or crashing.

Unambiguous: Reduce the cognitive friction that your audience will hit by laying things out in simple, easily readable terms. We all fill in the blanks with assumptions when things aren’t made explicit. The more precise and explicit you can be, the better.

“Knowing what the next step is, what decision needs to be made, or what approval is being requested of me…that’s really important,” says Saleem Malkana, Reforge EIR and former VP Product at NBCUniversal. “Then I have the right frame of reference to engage.”

Forthright: Burying the lead or hiding mistakes in favor of loudly celebrating your wins may save face in the short term but doesn’t end well. Your executive wants to help avoid late-stage blowups while they still can.

These three elements — big pictures + the right details, sound judgment and structured thinking, and scaffolding for easy engagement — help your audience know how to step in and course-correct. In some cases, the best action is no action. In others, executives will choose to step in to help de-risk a critical path or provide additional strategic clarity.

The efficacy of your exec summary is correlated to the ease with which your executive knows how to engage.

5 Steps for Writing a Great Executive Summary

It’s easier to build new skills off of a foundation of your existing skills. Use these five best practices to up-level your communication skills:

• Understand your audience
• Name the job to be done
• Identify what’s out of scope
• Focus both on what (content) and how (structured delivery)
• Measure success

1. Understand Your Audience

In product development, it’s a best practice to focus on a specific user group or segment so that we can understand their specific needs, goals, and motivations. The same is true in effective communication.

Narrow your focus to just one audience, or you’ll end up speaking to too many people solving for no one well.

“Your audience impacts what sort of context and level of detail you include in your summary,” says Saleem. “Is it a knowledge expert in this space? Your manager? An executive 3 levels up who thinks about a much broader set of topics? Be specific.”

2. Name the Job-To-Be-Done

The Jobs To Be Done framework is well-loved in product development because it simplifies something very complex (decision-making) into something actionable. The same should be true of your executive summary.

Identify what job your summary is serving. Avoid the temptation to make a list with too many items, like this:

• Give context to Executive A about our status
• Provide data about what’s working and what’s not from the last test
• Share changes to the roadmap based on those learnings
• Get feedback on the roadmap from Executive B and Executive C
• Ask for approval for shifting roadmap

Just as in product development, it’s better to solve one thing well than five things poorly. Identify the one most important job for the one most important audience, and build everything around that.

3. Identify What’s Out of Scope

Your job as a product leader is to ruthlessly prioritize. Your job as a communicator is to ruthlessly edit.

It’s okay to not solve every problem all at once all within a single document. Over-detailing is a great way to kill decision-making credibility by wearing people out.

Instead, you can highlight what’s out of scope for the discussion and why, and provide other channels to communicate additional details.

4. Focus on Both on What (Content) and How (Structured Delivery)

Just as customers go through a journey with your product, executives go through a flow with your information. That flow is crafted by focusing on both what you’re saying and how you’re saying it.

Once you have identified your audience and the job to be done, you can craft a clearer message as the centerpiece of your content. We like the AIM framework :

• AIM Framework: Audience + Intent = Message

From there, you can craft the rest of the structure to best support that message.

Executive Summary Examples: The Bad and the Good

Let’s look at two example executive summaries — one that could use some work, and another that has the right context, confidence, and clarity.

Bad Executive Summary

We wanted to give an update on our status. There are a bunch of risks that make us feel nervous about hitting our goals.

Over the last few weeks we haven't been able to effectively deliver what we projected, and engineering is taking about twice as long to deliver on sprint goals than we estimated. I’ve talked with our eng leads and they said they’re working on it.

This executive summary could use some work, because…

• It’s not tailored to the audience. It highlights feelings without any data that the audience may care about.
• There’s no clear “Job to be done.” What’s the intended outcome from this message? Is it to share how you feel, to gain empathy, or to cause alarm bells to ring?
• It focuses on being blocked rather than what’s needed to unblock.
• It doesn’t include rationale for any specific asks.

Good Executive Summary

Here’s an example of a good executive summary. As you read it, can you identify what’s working?

Scaling our product to more audiences is the #1 company priority this year. One of the biggest risks to that is effectively scaling engineering work.

We are investigating three of the big hurdles that are slowing engineering work and posing larger than expected risks:

1. Unreliable CI/CD pipelines 2. Minimal shared design system code 3. Speed of onboarding new teammates

At our current pace, we’re now off track for delivery by four weeks. We’ll spend this week spiking on these three hurdles and provide a recommendation at our next Product Review for how to invest across each. To properly spike, we will pause our current investment in Project X. We’d like to hear any veto blocks to this plan from Rebecca and Ahmed, otherwise you can expect we’ll move this forward.

This excellent executive summary features some key highlights:

• It’s tailored to a specific audience. Rebecca and Ahmad may be accountable for this work getting done, so they’ve received a specific ask.
• There’s a clear “Job to be done” ask. Veto or move out of the way.
• It’s focused on clear recommendations. Ideally what follows in the communication is more information about each of the three engineering hurdles listed.
• It includes data about impact.

Shift Your Mindset from Prove to Move for More Effective Communication

We’ve already mentioned three main traps of ineffective communication:

• Diluting your message
• Oversharing
• Lacking scaffolding for easy engagement

Avoiding these traps requires a mindset shift. Rather than trying to prove something to executives, try to move something instead. In other words, rather than focusing on looking good, focus on making meaningful progress with your audience.

In practice, that means:

• Identify and be explicit about your desired outcomes. Does a decision need to be made, or a risk to be mitigated? Is there new information that requires a shift in strategy?
• Reduce cognitive load for the audience. Your executives have to synthesize a lot of information to be effective. Make it easy for them to move, not stumble, through your information.
• Gain trust and momentum with honesty. Your audience’s time is limited, so you want to make the most out of it for all parties. That includes you. If it doesn’t move the work forward, it hasn’t been effective.

Is Your Executive Summary Good? Here’s a Checklist.

Next time you’re trying to write an executive summary, tailor your message to your audience by following this rubric:

• In terms of including the Big Picture and the Right Details : Is your message important? Impactful? Concise?
• In terms of displaying Sound Judgement and Clarity of Thought : Is your message credible? Coherent?
• In terms of including Scaffolding for Engagement : Is your message unambiguous? Forthright?

Be careful about falling into the trap of thinking that exec summaries are superfluous nice-to-haves. If you can’t provide a crisp summary, it’s like not time to communicate — and may be an indication you don’t yet understand the problem well enough.

Apply your learnings from this article by using the AIM framework to prepare your next executive summary.

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How to Write an Executive Summary (Example & Template Included)

Here’s the good news: an executive summary is short. It’s part of a larger document like a business plan, business case or project proposal and, as the name implies, summarizes the longer report.

Here’s the bad news: it’s a critical document that can be challenging to write because an executive summary serves several important purposes. On one hand, executive summaries are used to outline each section of your business plan, an investment proposal or project proposal. On the other hand, they’re used to introduce your business or project to investors and other stakeholders, so they must be persuasive to spark their interest.

Writing an Executive Summary

The pressure of writing an executive summary comes from the fact that everyone will pay attention to it, as it sits at the top of that heap of documents. It explains all that follows and can make or break your business plan or project plan . The executive summary must know the needs of the potential clients or investors and zero in on them like a laser. Fortunately, we’ll show you how to write and format your executive summary to do just that.

Getting everything organized for your executive summary can be challenging. ProjectManager can help you get your thoughts in order and collaborate with your team. Our powerful task management tools make it easy to get everything prioritized and done on time. Try it free today.

What Is an Executive Summary?

An executive summary is a short section of a larger document like a business plan , investment proposal or project proposal. It’s mostly used to give investors and stakeholders a quick overview of important information about a business plan like the company description, market analysis and financial information.

It contains a short statement that addresses the problem or proposal detailed in the attached documents and features background information, a concise analysis and a conclusion. An executive summary is designed to help executives and investors decide whether to go forth with the proposal, making it critically important. Pitch decks are often used along with executive summaries to talk about the benefits and main selling points of a business plan or project.

Unlike an abstract, which is a short overview, an executive summary format is a condensed form of the documents contained in the proposal. Abstracts are more commonly used in academic and research-oriented writing and act as a teaser for the reader to see if they want to read on.

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Executive Summary Template

Use this free Executive Summary Template for Word to manage your projects better.

How to Write an Executive Summary

Executive summaries vary depending on the document they’re attached to. You can write an executive summary for a business plan, project proposal, research document, or business case, among other documents and reports.

However, when writing an executive summary, there are guidelines to ensure you hit all the bases.

Executive Summary Length

According to the many books that have been written about executive summaries, as well as training courses, seminars and professional speakers, the agreed-upon length for an executive summary format should be about five to 10 percent of the length of the whole report.

Appropriate Language

The language used should be appropriate for the target audience. One of the most important things to know before you write professionally is to understand who you’re addressing. If you’re writing for a group of engineers, the language you’ll use will differ greatly from how you would write to a group of financiers.

That includes more than just the words, but the content and depth of explanation. Remember, it’s a summary, and people will be reading it to quickly and easily pull out the main points.

Pithy Introduction

You also want to capture a reader’s attention immediately in the opening paragraph. Just like a speech often opens with a joke to break the tension and put people at ease, a strong introductory paragraph can pull a reader in and make them want to read on. That doesn’t mean you start with a joke. Stick to your strengths, but remember, most readers only give you a few sentences to win them over before they move on.

Don’t forget to explain who you are as an organization and why you have the skills, personnel and experience to solve the problem raised in the proposal. This doesn’t have to be a lengthy biography, often just your name, address and contact information will do, though you’ll also want to highlight your strengths as they pertain to the business plan or project proposal .

Relevant Information

The executive summary shouldn’t stray from the material that follows it. It’s a summary, not a place to bring up new ideas. To do so would be confusing and would jeopardize your whole proposal.

Establish the need or the problem, and convince the target audience that it must be solved. Once that’s set up, it’s important to recommend the solution and show what the value is. Be clear and firm in your recommendation.

Justify your cause. Be sure to note the key reasons why your organization is the perfect fit for the solution you’re proposing. This is the point where you differentiate yourself from competitors, be that due to methodology, testimonials from satisfied clients or whatever else you offer that’s unique. But don’t make this too much about you. Be sure to keep the name of the potential client at the forefront.

Don’t neglect a strong conclusion, where you can wrap things up and once more highlight the main points.

Related: 10 Essential Excel Report Templates

What to Include in an Executive Summary

The content of your executive summary must reflect what’s in the larger document which it is part of. You’ll find many executive summary examples on the web, but to keep things simple, we’ll focus on business plans and project proposals.

How to Write an Executive Summary for a Business Plan

As we’ve learned above, your executive summary must extract the main points of all the sections of your business plan. A business plan is a document that describes all the aspects of a business, such as its business model, products or services, objectives and marketing plan , among other things. They’re commonly used by startups to pitch their ideas to investors.

Here are the most commonly used business plan sections:

• Company description: Provide a brief background of your company, such as when it was established, its mission, vision and core values.
• Products & services: Describe the products or services your company will provide to its customers.
• Organization and management: Explain the legal structure of your business and the members of the top management team.
• SWOT analysis: A SWOT analysis explains the strengths, weaknesses, opportunities and threats of your business. They describe the internal and external factors that impact your business competitiveness.
• Industry & market analysis: This section should provide an overview of the industry and market in which your business will compete.
• Operations: Explain the main aspects of your business operations and what sets it apart from competitors.
• Marketing plan: Your marketing plan describes the various strategies that your business will use to reach its customers and sell products or services.
• Financial planning: Here, you should provide an overview of the financial state of your business. Include income statements, balance sheets and cash flow statements.
• Funding request: If you’re creating your business plan to request funding, make sure to explain what type of funding you need, the timeframe for your funding request and an explanation of how the funds will be used.

We’ve created an executive summary example to help you better understand how this document works when using it, to sum up a business plan.

To put all of that information together, here’s the basic format of an executive summary. You can find this same information in our free executive summary template :

• Introduction, be sure to know your audience
• Table of contents in the form of a bulleted list
• Explain the company’s role and identify strengths
• Explain the need, or the problem, and its importance
• Recommend a solution and explain its value
• Justify said solution by explaining how it fits the organization
• A strong conclusion that once more wraps up the importance of the project

You can use it as an executive summary example and add or remove some of its elements to adjust it to your needs. Our sample executive summary has the main elements that you’ll need project executive summary.

Executive Summary Example

For this executive summary example, we’ll imagine a company named ABC Clothing, a small business that manufactures eco-friendly clothing products and it’s preparing a business plan to secure funding from new investors.

Company Description We are ABC Clothing, an environmentally-friendly manufacturer of apparel. We’ve developed a unique method of production and sourcing of materials that allows us to create eco-friendly products at a low cost . We have intellectual property for our production processes and materials, which gives us an advantage in the market.

• Mission: Our mission is to use recycled materials and sustainable methods of production to create clothing products that are great for our customers and our planet.
• Vision: Becoming a leader in the apparel industry while generating a positive impact on the environment.

Products & Services We offer high-quality clothing products for men, women and all genders. (Here you should include pictures of your product portfolio to spark the interest of your readers)

Industry & Market Analysis Even though the fashion industry’s year-over-year growth has been affected by pandemics in recent years, the global apparel market is expected to continue growing at a steady pace. In addition, the market share of sustainable apparel has grown year-over-year at a higher pace than the overall fashion industry.

Marketing Plan Our marketing plan relies on the use of digital marketing strategies and online sales, which gives us a competitive advantage over traditional retailers that focus their marketing efforts on brick-and-mortar stores.

Operations Our production plant is able to recycle different types of plastic and cotton waste to turn it into materials that we use to manufacture our products . We’ve partnered with a transportation company that sorts and distributes our products inside the United States efficiently and cost-effectively.

Financial Planning Our business is profitable, as documented in our balance sheet, income statement and cash flow statement. The company doesn’t have any significant debt that might compromise its continuity. These and other financial factors make it a healthy investment.

Funding Request We’re requesting funding for the expansion of our production capacity, which will allow us to increase our production output in order to meet our increasing customer demand, enter new markets, reduce our costs and improve our competitiveness.

If you’d like to see more executive summary examples for your business plan, you can visit the U.S. small business administration website. They have business plans with executive summary examples you can download and use.

Executive summaries are also a great way to outline the elements of a project plan for a project proposal. Let’s learn what those elements are.

How to Write an Executive Summary for a Project Proposal

An executive summary for your project proposal will capture the most important information from your project management plan. Here’s the structure of our executive summary template:

• Introduction: What’s the purpose of your project?
• Company description: Show why you’re the right team to take on the project.
• Need/problem: What is the problem that it’s solving?
• Unique solution: What is your value proposition and what are the main selling points of your project?
• Proof: Evidence, research and feasibility studies that support how your company can solve the issue.
• Resources: Outline the resources needed for the project
• Return on investment/funding request: Explain the profitability of your project and what’s in for the investors.
• Competition/market analysis: What’s your target market? Who are your competitors? How does your company differentiate from them?
• Marketing plan: Create a marketing plan that describes your company’s marketing strategies, sales and partnership plans.
• Budget/financial planning: What’s the budget that you need for your project plan?
• Timeline: What’s the estimated timeline to complete the project?
• Team: Who are the project team members and why are they qualified?
• Conclusions:  What are the project takeaways?

Now that we’ve learned that executive summaries can vary depending on the type of document you’re working on, you’re ready for the next step.

What to Do After Writing an Executive Summary

As with anything you write, you should always start with a draft. The first draft should hit all the marks addressed above but don’t bog yourself down in making the prose perfect. Think of the first draft as an exploratory mission. You’re gathering all the pertinent information.

Next, you want to thoroughly review the document to ensure that nothing important has been left out or missed. Make sure the focus is sharp and clear, and that it speaks directly to your potential client’s needs.

Proofread for Style & Grammar

But don’t neglect the writing. Be sure that you’re not repeating words, falling into cliché or other hallmarks of bad writing. You don’t want to bore the reader to the point that they miss the reason why you’re the organization that can help them succeed.

You’ve checked the content and the prose, but don’t forget the style. You want to write in a way that’s natural and not overly formal, but one that speaks in the manner of your target audience . If they’re a conservative firm, well then, maybe formality is called for. But more and more modern companies have a casual corporate culture, and formal writing could mistakenly cause them to think of you as old and outdated.

The last run should be proofing the copy. That means double-checking to ensure that spelling is correct, and there are no typos or grammatical mistakes. Whoever wrote the executive summary isn’t the best person to edit it, however. They can easily gloss over errors because of their familiarity with the work. Find someone who excels at copy-editing. If you deliver sloppy content, it shows a lack of professionalism that’ll surely color how a reader thinks of your company.

Criticism of Executive Summaries

While we’re advocating for the proper use of an executive summary, it’d be neglectful to avoid mentioning some critiques. The most common is that an executive summary by design is too simple to capture the complexity of a large and complicated project.

It’s true that many executives might only read the summary, and in so doing, miss the nuance of the proposal. That’s a risk. But if the executive summary follows the guidelines stated above, it should give a full picture of the proposal and create interest for the reader to delve deeper into the documents to get the details.

Remember, executive summaries can be written poorly or well. They can fail to focus on results or the solution to the proposal’s problem or do so in a vague, general way that has no impact on the reader. You can do a hundred things wrong, but if you follow the rules, then the onus falls on the reader.

ProjectManager Turns an Executive Summary Into a Project

Your executive summary got the project approved. Now the real work begins. ProjectManager is award-winning project management software that helps you organize tasks, projects and teams. We have everything you need to manage each phase of your project, so you can complete your work on time and under budget.

Work How You Want

Because project managers and teams work differently, our software is flexible. We have multiple project views, such as the kanban board, which visualizes workflow. Managers like the transparency it provides in the production cycle, while teams get to focus only on those tasks they have the capacity to complete. Are you more comfortable with tasks lists or Gantt charts? We have those, too.

Live Tracking for Better Management

To ensure your project meets time and cost expectations, we have features that monitor and track progress so you can control any deviations that might occur. Our software is cloud-based, so the data you see on our dashboard is always up to date, helping you make better decisions. Make that executive summary a reality with ProjectManager.

You’ve now researched and written a persuasive executive summary to lead your proposal. You’ve put in the work and the potential client sees that and contracts you for the project. However, if you don’t have a reliable set of project management tools like Gantt charts , kanban boards and project calendars at hand to plan, monitor and report on the work, then all that preparation will be for nothing.

ProjectManager is online project management software that gives you real-time data and a collaborative platform to work efficiently and productively. But don’t take our word for it, take a free 30-day trial.

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Executive Summary: What is it & How to Write One?

The executive summary is one of the most important parts of a business proposal. It provides a description and overview of what readers will read in the proposal.

It’s the first thing your readers will read, which is why it is critical to nail it from the get-go. But what exactly it is and why is it so important?

These are the questions we will answer in the blog post below – the what, why, and how of an executive summary . Read on…

What Is An Executive Summary? (Definition)

Wikipedia defines an executive summary as:

“An executive summary, or management summary, is a short document or section of a document, produced for business purposes, that summarizes a longer report or proposal or a group of related reports in such a way that readers can rapidly become acquainted with a large body of material without having to read it all.”

In human terms…

An executive summary is a brief outline of your business proposal , describing what your business is about, what is the problem you are trying to solve, what your needs are, and ultimately what you want your audience to do for you.

If your business proposal is a soccer match, the executive summary is its highlight reel.  

It only includes the key elements from the proposal in order to give an overview without getting into too much detail. The executive summary must build enough interest in the reader’s mind that he/she moves on to your business proposal.

This becomes extremely critical if you have written a business plan to convince banks, investors or venture capitalists to invest in your business and provide the capital to get it off the ground.  It is advisable to write the executive summary last after you have written a quality business proposal .

Read more: How To Write A Project Proposal That’ll Get Approved In No Time?

Why Is Writing An Executive Summary Important?

The primary purpose of your executive summary is to SELL the reader your business proposal. By giving the reader, a crisp, concise, and to-the-point overview of your document, you aim to capture their attention.

Here are some of the benefits of writing an exceptional executive summary:

1. Saves Time

How many times have you heard the phrase” I don’t have time for this?” A billion times you say?!

This is one of the reasons why an executive summary exists. It saves your high-profile audience time and piques their interest in your business proposal from the get-go. Your clients, partners, lenders, or investors are all busy people.

Time is the most valuable asset of investors and they surely don’t want to spend it reading a 100-page document right out of the gate. You need to begin with a solid case and get them intrigued to read the entire proposal.  

2. Captures Attention

This is one of the biggest reasons why the executive summary is the most critical part of your business proposal- it decides whether it is going to get the attention it deserves or not.

The job of an executive summary is to grab the reader’s attention and pique their interest in your proposal. It acts as a doorway to your business proposal.

3. Provides Clarity

Writing an executive summary forces you to compress your 50-page document into roughly two pages and place your focus only on the most important points.

This gives you better clarity of thoughts improves your own understanding of your business. It also improves your ability to pitch someone quickly and effectively and is a great confidence booster.

Read more: How To Write An Impressive Fact Sheet For Your Company?

What To Include In An Executive Summary?

A typical executive summary summarizes the entire business proposal in a page or two. However, a great executive summary covers all the important attributes of the proposal in a concise manner.

It may also include rich media (charts, graphs, images, projections, etc.) to keep the readers hooked. Enticing them to read the whole thing. Keep in mind, it is not an introduction to your document.

Here are the main components that you should include in your executive summary: 

1. The Introduction

It’s time to shake hands with your clients and introduce yourself. This is the moment where you familiarize yourself with the audience and present basic details like:

• Who you are
• What are you offering
• Company Description : This can include your business name and the area of the establishment.
• What are you offering: You’ll want to include a brief introduction to your product or service offering and its benefits. Make the pitch short and crisp.

You don’t need to include the technical details in your executive summary, leave that for the rest of the proposal. For example: If you are the owner of the portable vinyl player, RokBlok, you can write something like “RokBlok is the world’s smallest, wireless record player that works by placing it on top of any record to instantly listen to your favorite vinyl, anywhere.”

2. The Need

• Define the problem you are solving
• What is your target market?
• How are you better than the competition?

Here you need to justify your existence and talk about what problems in the society you are aiming to solve.

Make it seem important and back up your claims with stats and figures. Make sure that your clients get the idea that the problem you are addressing is worth solving.

• The problem- An executive summary needs to clearly define a problem, whether it’s big data or blockchain implementations. Make sure you articulate the problem in a way that speaks to the reader and creates a sense of urgency.
• Target Market – Talk about the people or the market you will be addressing. You can include stats about the total size of the market and the lucrative opportunity it holds if addressed properly.
• The Competition – Here’s your spotlight moment. Successfully presenting and effectively communicating your USP (unique selling proposition) can be the make or break point of your whole document. It is a great opportunity for you to grab your reader’s attention to your competitive advantage like a patented technology or partnerships with big companies.

Read more: What Is Competitive Analysis And How To Do It?

3. The Solution

• The solution you offer
• The business model

This is the section where you give the details about how you are going to solve the problem you are addressing. The solution should ooze confidence and convince the reader that you are capable enough to pull it off successfully. The solution should be something well thought out and detailed.

This is also the perfect occasion to show off your business model. Give a short description of how you are going to take your product to the market and generate money for the business and for investors.

4. The Proof

• Why your team is best suited to solve the problem
• Financial projections and milestones achieved

After successfully describing the problem and its solution, it’s time to provide proof as to why YOU are more than capable enough to deliver results.

For example, if you already have experience in a particular niche, or have worked for a company in the industry, now is the time to mention it to gain some valuable points.

Major points to include in this section:

• Financial Projections – Talk about valuations and summarize the financial plan including projections for the next three to five years.
• The Team – Let your readers know your professional background and why you and your team are the perfect group of people to take this business to exceptional heights.
• Achievements – describe the various accolades and achievements your business has garnered since its inception. This can include year-over-year revenue increase, awards, and recognition, profitability, increased customer base, increased market share, etc.

Read more:  How To Write An Awesome Cover Letter To Woo Your Recruiters!

• What you need from your audience.

Now is the time to close the deal and state clearly what you need from your audience. Are you looking for financial help? Do you need a loan or perhaps mentorship? You should strengthen your case by reminding them about:

• The pain points your business aims to solve.
• The vast market potential.
• Financials that are to be gained from it
• Why your team is best suited to successfully run the business.

Let your readers know how their experience and expertise can help your business go from point A to point B. A little flattery can go a long way!

How To Write An Executive Summary?

1. start with a bang.

An exceptional executive summary lays the foundation for a solid business proposal. Similarly, the first paragraph of your document lays a foundation for your executive summary.

Yep, your executive summary needs an executive summary. If your readers are planning to skim the whole thing, they are still highly likely to read the first paragraph. Build a solid case by starting with a bang.

2. Keep it Simple

Don’t go into too much detail about how your product or service is going to revolutionize the industry. Don’t ponder on the history of the founders. Keep the details for the rest of the document and only focus on the most important stuff.

Most executive summaries include short paragraphs and or bullets and subheadings. Include pictures, graphs, or videos (if it’s a cloud-based document) to get your point across quickly and easily, without using too much text.

Must Read: How To Add Rich Media Embeds In Documents( proposals, summaries, case studies, etc )

3. Keep it Short

Depending on the length of the business plan or investment proposal, the length of the executive summary will vary. There’s a common “formula” out there – your executive summary should be about 5%-10% as long as the primary document.

We say keep the executive summary as short as possible- without sacrificing important details. It’s a tricky situation but keeping it ‘short is always a good thing.’

4. Write it at the End

Even though it is the first thing that someone reads from your business plan, it is often the last section to write. Once you are satisfied with your proposal, only then begin writing the executive summary.

This gives you clarity as to which sections are more important than others and help you prioritize. Since you are familiar with the ins and outs of the entire document, you can write the executive summary quickly.

Read more: How To Create A Smarter Employee Handbook?

5. Make it interesting: It’s not just a table of contents

One way to capture the reader’s attention is to make your executive summary an interesting read. It must be clear, crisp, professional and with an identifiable goal. Just a friendly reminder, make sure to avoid embarrassing grammatical errors.

It’s important to be cognizant of your audience’s time and avoid getting into the nitty-gritty. Nothing gets investors excited more than results. Demonstrate a clear path to success/profitability and back up your statements with stats, figures, and or market potential.

6. Appeal to the Audience

Let them know about the great opportunity that’s in front of them and provide them with a sense of urgency so that they are intrigued to read and invest in your document further.

Parting words:

The executive summary is truly the most important part of your business document. You cannot afford to take it lightly and just “wing it.”

Here’s a recap of some of the key elements of the blog post that you need to keep in mind while writing your executive summary:

• It provides a brief overview of the key elements of the documents,
• It is aimed at generating interest, gaining reader attention, and enticing the reader to continue reading.
• It should be written in plain and simple language.
• It should not be too lengthy.
• It should be persuasive and interesting.

I hope this guide will help you craft the perfect executive summary and get the results you want. It’s the first thing your readers will read. Be wary to not make it the last!

Further reads :

• How To Write An Impressive Business One Pager? (Template Included)
• How To Create Reports That ‘Wow’ Your Clients?
• How To Create A Professional Media Kit?
• The Definitive Guide To Brand Style (Template Included)

Media Kit: What is it & How to Create it?

What is Markdown & How It Can Help You Write Faster?

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How To Write an Effective Executive Summary to Yield Results

By Kate Eby | April 3, 2018

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In this article, you'll learn how to craft an organized, well written executive summary the next time you have to gain the attention of a time-strapped audience.

Included on this page, you’ll find information on how to write an executive summary that wins the proposal, how to format your executive summary , an executive summary checklist , and more. 

What Is the Purpose of the Executive Summary?

An executive summary should be clear and concise (typically one to two pages long) and present the main points in a formal tone. The purpose of an executive summary is to pique the reader’s curiosity by presenting facts from the larger piece of content it is summarizing.

The executive summary can be either a portion of a business document (a business plan, project proposal, or report) or long articles and documents common in research-driven communities and academia. When crafted correctly, the executive summary provides an overview of the information and objectives in the larger document. The executive summary stands alone from the content it summarizes, and should include the essential information, the recommendations, the findings, and the conclusion of the more extensive document.

The Benefits of a Well Written Executive Summary

A well planned, well written executive summary is a valuable tool because it prioritizes the reader’s time and reduces the effort required to learn the critical aspects of the content. The summary can convey the purpose of your business plan, project proposal, product launch presentation, or sales pitch to keep the reader engaged and reading further, or empowered to take action. Even if it is the only thing your audience reads, a strong executive summary creates value for the reader as a first impression. Use the executive summary to make a business case, support a position, or tell a story. The reader should know how the subject of your content impacts them, benefits their work, their company, or their projects after reading the executive summary.  

Various industries use executive summaries as a communication tool, including healthcare, education, government, technology, real estate, finance, law, the nonprofit sector, and more. One of the benefits of using an executive summary is that it is not exclusive to one type of communication. Executive summaries show up in a variety of use cases, including the following:

Business plans

Legal briefs

Product launch plans

College campus surveys

Market research reports

Environmental studies

Project proposals

Hospital planning and evaluation

How to Write an Executive Summary

Crafting a useful executive summary requires more than simply cutting and pasting vital information from the body of your report or proposal. The executive summary may be the only part of the report your target audience reads, so you should spend the time to make it valuable.

It doesn’t have to be an intimidating process, but before you begin writing, you should ask the following critical questions:

Who depends on the information? When you write the executive summary, decide who you are targeting and the critical information that audience needs. What do they need to know to make a decision? What would they already know? Do you have a specific customer you want to reach with your message or story? Writing the executive summary with that audience in mind will make it useful because the story you’re telling about your business, project, or proposal will resonate.

What is the objective? While it’s true that an executive summary recaps essential information from the body of the content it summarizes, that is its function, not its purpose. Write the summary to your intended audience and include the crucial information that supports your objective for creating the document. What do you need the reader to understand? Is the aim to recommend change based on the results of your research? What needs to happen for the project plan to succeed based on your proposal? Let your objectives determine the content and context of your summary.  

What are you recommending? Use the executive summary to draw conclusions and make recommendations to the reader. If your report presents the need for change, recommend the actions that the body of your document supports in the summary. State the benefits of your product or service, or the solutions you provide more detail on in the proposal. Ultimately, don’t make the reader work to find out what action they need to take: Make your recommendations clear in the executive summary.

How will you make an impression? The “executive” summary earned its name from the need to get the upper management’s attention. Executives did not have the time to read every word of every document. The summary had to make an impression because it might be the only part of the material that would be read. Regardless of its origins, the principle of using the summary to make an impression on the reader is sound, as that impression might encourage the reader to keep reading or take action. Consider how you shape the message, organize the sections of your summary, or present research to stand out in a brief space.

Executive Summary Checklist

After you answer these questions and begin writing your document, refer to the following checklist as you develop the executive summary.

Download Executive Summary Checklist

What Is the Format of an Executive Summary?

Every executive summary intends to distill information to the reader upfront, so it is typically placed first in the document. (Sometimes it is a separate section of a formal business document listed in the table of contents.)

When used in a less formal manner, the executive summary is an opening paragraph, a separate one-page summary memo, or the first page of a report. For example, if your goal is to raise capital, use the executive summary like an investor profile that provides the reader the information necessary to land the meeting or get the funding, without further reading.

The format and length vary based on the purpose of the content that you are summarizing; there is no set structure to follow. Here are some formatting tips that you can use for any executive summary, regardless of the style:

Order of Appearance : Beyond the introduction, decide what sections of the summary are most important to the purpose of the document. Organize your subheadings or sections in that order. Use bullet points and plenty of spacing between the different parts of the summary to make the content more accessible to scanning eyes. By doing so, you naturally discard information better left to the body of the document, and you honor the reader’s time by prioritizing the message, recommendations, conclusions, or solutions in the longer document.  

How Much Is Too Much : Executive summaries vary in length based on the type of content they summarize or their purpose. Some recommend keeping the summary to a specific percentage of the overall document, while others advocate a set number of pages. Focus on keeping the summary brief but comprehensive, with the most important information available to the reader.

Audience Aim : The tone and language of the executive summary should match that of the target audience. Avoid using technical jargon that requires definitions, and present the information in an accessible manner based on the knowledge and expertise of your intended audience. Do not include acronyms or highlight data that need an extensive background for context, and avoid using casual, informal tones. That said, an executive summary used in internal communications will have a different tone and style than one used in external communication tools.

One-page Executive Summary Template

This template is designed to fit your executive summary on one page. Take advantage of the short sections and bullet points to keep the document concise and hook the reader with the information that will keep them reading. Organize the key points by customizing the subheadings to emphasize their importance based on your purpose for the document.

Download One-page Executive Summary Template

Excel  |  Word  |  PDF

What Are the Common Pitfalls of Executive Summaries?

When formatting and organizing the executive summary, beware of the following pitfalls that plague poorly written and poorly planned summaries:

Fact or Persuasion : Support your motives and the objective of the executive summary with the facts. If the summary is for a sales proposal or pitch deck, persuade your reader up front with data and information, not buzzwords and cliches. If the executive summary includes generalizations or opinions that you don't support within your material with market research, project examples, independent data, testimonials, etc., you risk misleading the reader. Avoid writing a summary that leads clients, policy makers, or management to an unsupported recommendation or conclusion for the sake of persuasion — instead, focus on the facts.  

Relevance Over Repetition : By nature, the executive summary is a repetitive summary of content. Therefore, only include the most relevant details — those that summarize the true purpose of the overall content. Use the rest of your business plan, research report, or client proposal to cover topics relevant background information at length. If you try to cut and paste too much information and context from your longer business or research document into the summary, the details might overshadow the impression you want to make on the reader. The background becomes the introduction, and you risk losing a reader’s attention (especially an online audience).

Consistency Is Key : The executive summary highlights the substance of the larger piece of content. Don’t feature information here that is not covered in the body of the proposal. Avoid using different subheadings to organize copy in the body of the report. For example, if you highlight “Project Milestones” in the executive summary, do not list them in a new section for “Project Goals” in the business proposal. Use the tone and language you establish in the summary throughout the material. If you target an audience without expertise in the subject matter, don’t switch to highly technical analysis in the body copy. Finally, if you cover something in the executive summary, cover it again in the report. Don’t make the reader work to learn more about something you highlighted in the summary.

Draw a Clear Conclusion : Write an executive summary that comes to a conclusion and supports your purpose for creating the document. Keep the reader’s interest in mind when you summarize a lengthy project proposal or report. Does the reader have a clear understanding of the solutions you propose? Can they identify the problems you solve? If the executive summary is the only thing they read, can they take action on your recommendations or anticipate a desired outcome based on the information you included?

Executive Summary Outline Template - PowerPoint

Use this free template to outline your next big presentation, or keep it updated as a live meeting record to keep up with your evolving internal business plans or funding needs. The slides are formatted to outline the important elements of a formal business plan summary. You can customize the slides to fit the order of importance for your content’s purpose or extend each. Use the slides as an outline to keep track of the content you want to summarize after every update or draft of the report.

‌ Download Executive Summary Outline Template - PowerPoint

What to Include in an Executive Summary

You will determine the components of each executive summary you write based on the reason for writing it and your target audience.

For example, a business plan for an external audience includes financial information and details on the size and scale of a company; startups seeking funding and investors will highlight specific financial requirements and how they impact the business strategy. Executive summaries vary in the content they cover, but here is a common framework:

Introduction : This opening statement, paragraph, or section should clearly state the document’s purpose and the content to follow. How you will use this section depends on the desired outcome for the reader or audience, who should immediately find value in the information you present. Therefore, the details included in the introduction should grab and hold the reader’s attention.  

Company Information : When writing an executive summary for an external audience, include your company name, a description of your mission or purpose, contact information, location, and the size and scale of your operations. In some cases, the summary introduces the founders, investors, and corporate leadership. It might include background information of each that outlines previous industry or startup experience, or historical context on the current state of the company. When used in a presentation or research report, introduce the team presenting or responsible for the report’s findings.

Products and Services : The executive summary is the place to highlight the problem you solve or the need you fulfill. For a report, this is where you might highlight what you researched and what the reader should know about your findings. For a project proposal, include what you’re planning to accomplish and what you need to make it successful. For marketing plans or product launch presentations, tell the reader why your service or product is relevant at this particular moment in time.

Market Analysis : The executive summary of a business plan might profile the target customer and explain the market opportunity for a product or service. Consider answering questions like: Is there a five year plan for this market? How do you anticipate growing the customer base and improving market share? What stands out from your research about your customers that the reader should know?

Competition Analysis : This section should include answers to the following questions:

What is the competitive advantage of your proposed solution or product and who or what do you compete with in this market?

What are the opportunities now and in the future?

What are the risks in your market and your product or service?

Do you have relevant experience with major competitors?

What are the future plans for growth and what obstacles do you anticipate addressing?

Financials : The executive summary might summarize key financial data that is relevant to the reader or data that supports your research. If the purpose is to secure funding, include the specific amount you are requesting. Be sure to provide context for the financial data or any number you highlight in the executive summary. This section is a great way to highlight growth, or to use metrics to provide perspective on the company.

Conclusions : Recap your findings, the problem and solution discussed, or the project and work proposed. If there is a decision the reader needs to make, be direct about it. Make the outcomes obvious, but leave enough intrigue for the rest of the content to follow.

How Do You End An Executive Summary?

Although the executive summary begins a document, it concludes so that it can stand alone from the rest of the content and still be of value. Use the conclusion to recap your findings, make recommendations, and propose solutions to the problem.

If there is a decision you want the reader to make, ask make a call to action in this section. If you are summarizing a research report, summarize the findings and the research methods used to conclude the work. Make the outcomes or recommendations visible, but leave enough out to incentivize the audience to continue reading. Close the executive summary with a strong statement or transition that sets up the theme or central message to the story you tell in the report or proposal.

What Should Be in the Executive Summary of a Business Plan?

Traditional business plans differ in context and content based on if the audience is internal or external. Both audiences benefit from some of the previously discussed elements of the executive summary (like a substantial introduction).

However, the summary of an internal business plan does not require a section that introduces management or key personnel. An external business plan targets an audience that expects to find crucial financial information in the summary. When you develop the executive summary of the business plan, determine the information to include based on the audience and purpose of the document.

Business Plan Executive Summary Template

This executive summary template is designed to get your business plan noticed and reviewed. In this scenario, you’re presenting to an external audience and therefore should include more attention to detail with a standard business plan document. Use bullet points and clear, formal language to guide the reader to the most important information about your company.

Download Business Plan Executive Summary Template

Excel  |  Word  |  PDF  | Smartsheet

You can find a variety of templates for various industries and needs by reading “Free Executive Summary Templates.”

What Should Be in an Executive Summary of a Report?

Josh Bernoff spent 20 years writing and editing reports for Forrester Research. He is an advocate of creating actionable reports that tell a story. He believes that the executive summary is crucial.

“If the report is a story, the right executive summary is the same story, written briefly,” writes Bernoff . He recommends imagining that your readers ask you questions like, “What’s the coolest stuff in this report?” and “What did you find out?” while writing the report.

“Your answer, written directly to the reader, is the executive summary,” Bernoff explains in his book.

The executive summary of a report requires vivid details that grab online readers’ attention in a hurry. According to Bernoff, the summary recaps the story you want to tell behind all the words in the report. Using this advice as a guidepost, consider including the following answers to these questions to create your report’s summary:

What is the central plot of your report?

Why is this story important?

What are the most memorable scenes (examples, data, case study results, etc.) from the different sections of the report?

How does your research address the story’s central conflict (the problem solved)?

How does your research support the story’s conclusion?

What actions does the story recommend the reader be aware of?

The executive summary of lengthy research reports — especially those used in academic articles, scientific journals, government studies, or healthcare initiatives — require additional formatting considerations and elements not found in business plans or proposals. Consider the following guidelines when developing the executive summary of a research report:

Present the sections of the executive summary in the same order as in the main report.

Do not include information or research that is not supported and presented in the body of the report.

Draw a conclusion with the executive summary that justifies the research and provides recommendations.

Use a tone and language to describe technical information that readers without advanced knowledge or expertise of the subject matter can understand.

Remember that an executive summary of a report is distinct from an abstract. Abstracts are shorter overviews of a report and are common in academia. They familiarize the reader with a synopsis of the research that is much shorter than an executive summary. You can also think of an abstract as a standalone statement that helps the reader determine if they will read on. The executive summary, by contrast, summarizes the research in a structure that includes the summary, methods, results, conclusions, and recommendations for the reader without necessarily having to read further.

Research Report Executive Summary Template

Use this template to create a synopsis of research results for reports — these will typically be longer than an executive summary for a business plan and proposal. The template is formatted to accommodate in-depth reports that need space for charts and tables to illustrate research data. It is designed to summarize technical information in a concise manner, with clear subheadings that communicate key findings to readers with various expertise and interest.

Download Research Report Executive Summary Template

Word  |  PDF

Get Funding with Your Executive Summary

Startups seeking capital investment from venture capital funds and angel investors can repurpose the executive summary from a business plan as a more concise, less formal investor profile.

This type of summary memo is stripped down and focused on the specific financial requirements and how the funding makes an impact on the business strategy. It is the perfect template to create a profile on investor platform websites like AngelList and Gust . Use the following tips to transform traditional business plan summaries into the pitch that lands you a meeting or funding:

Include the specific dollar amount you’re requesting, the purpose for the funds raised, and any relevant data such as repayment terms, collateral, equity share information, etc.

Keep the financial data simple and round to the nearest whole dollar amount.

List founders, partners, and key management personnel and highlight specific domain expertise or previous startup experience.

Describe your company’s growth plan and the proposed exit strategy.

Remove any industry buzzwords, meaningless phrases, and cliches (for example “the Uber of…,” “game-changing,” “disruptive,” “next Facebook,” “world-class,” etc.).

Mention noteworthy achievements, intellectual property, important business partnerships, or information on product development stages in test markets.

Describe work in progress and highlight relevant information about customer growth, market demand, and product development.

Startup Executive Summary Template

Transform your executive summary into an investor document with this template. It acts as a one-page pitch that serves as your company profile on investor platforms. You can repurpose this template and save it as a PDF summary memo to land future meetings with investors. For more information on business plans for startups, including free budget templates, read “ Free Startup Plan, Budget & Cost Templates .”

Download Startup Executive Summary Template

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How to Write an Executive Summary

9 min. read

Updated December 13, 2023

An executive summary isn’t just the beginning of your business plan – it’s your opening act, your first chance to impress potential investors, banks, clients and other stakeholders.

An effective executive summary gives decision-makers critical information about your business instantly.

Creating an executive summary is more than just a writing exercise. It requires careful crafting and strategic thinking, as well as an ability to balance the needs to be both succinct and comprehensive.

• What is an executive summary?

The executive summary is a brief introduction and summary of your business plan. It introduces your business, the problem you solve, and what you’re asking from your readers. Anyone should be able to understand your business by simply reading this section of your plan.

While structurally it is the first chapter of your plan—you should write it last. Once you know the details of your business inside and out, you will be better prepared to write this section.

• Why write an executive summary?

The business plan executive summary provides quick access to critical information from your more detailed business plan.

It is essential for informing anyone outside of your business. Many people—including investors and bankers—will only read your summary. Others will use it to decide if they should read the rest. For you, it is a snapshot of your business to reference when planning or revising your strategy.

Now if you’re writing a business plan solely for internal use you may not need an executive summary. However, some internal plans may necessitate writing an executive summary for assignment—such as for an annual operations plan or a strategic plan .

It takes some effort to do a good summary, so if you don’t have a business use in mind, don’t do it.

• How long should it be?

Business plan executive summaries should be as short as possible. Your audience has limited time and attention and they want to quickly get the details of your business plan.

Try to keep your executive summary under two pages if possible, although it can be longer if absolutely necessary. If you have a one-page business plan, you can even use that as your executive summary.

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• Executive summary outline

Two pages isn’t a ton of space to capture the full scope of your vision for the business. That means every sentence of your executive summary counts.

You will want to immediately capture the reader’s attention with a compelling introduction. Without getting too lengthy, present who you are as an organization, the problem you are seeking to solve, your skills, and why you are the best entity to solve the problem you’ve outlined.

It’s crucial to establish the need or problem your business is solving in a clear manner, in order to convince your audience that it must be addressed. Following that, recommend the solution and show its value. Be clear and firm in your recommendation, making sure to justify your cause and highlighting key reasons why your organization is the perfect fit for the solution you’re proposing. Finally, a strong conclusion is needed to reiterate the main points and wrap up the executive summary.

What to include in your executive summary

1. business overview.

A one-sentence description that explains what you do, why you do it, and how you do it.

Summarize the problem you’re solving in the market and reference any data that solidifies that there is a need.

3. Solution

Describe your product or service and how it addresses the problem you identified.

4. Target market

Who is your ideal customer? Describe who they are, how they’ll benefit, and why they’re an attainable customer base.

5. Competition

Who are your competitors? List out any primary competition as well as alternatives that your customers may consider. Include key details about their current offerings, promotions, and business strategy.

6. Your team

In your executive summary, outline your organizational structure and current team. List out brief explanations of who you and your team are, your qualifications, and what your function will be within the business. It may be valuable to also highlight any gaps in your team and how you intend to fill them. If you have potential partners or candidates in mind, briefly mention them and expand on their qualifications within your full business plan.

7. Financial summary

Highlight key aspects of your financial plan that address sales, expenses, and profitability. Try to keep these in chart or graph form to ensure the information is easy to consume and resonates visually.

8. Funding requirements

This section is only necessary if you’re seeking out funding or pitching to investors. Be sure to throw out your financing number and reasoning upfront, rather than hiding it later on in your plan. It helps investors understand your position, what you’re asking for, and how you’ll use it.

9. Milestones and traction

Add initial sales, pre-sales, newsletter sign-ups, or anything else that showcases customer interest. Outline what steps you’ve already taken to launch your business, the milestones you’ve hit, and your goals and milestones for the next month, six months, year, etc.

Executive summary vs introduction

A common mistake some people make when starting an executive summary outline is thinking it performs the same function as the introduction to their business plan. In fact, the two serve different purposes and contain different types of information, even though they are both essential.

As we’ve discussed, the executive summary is a high-level overview of the entire business plan. The introduction, by contrast, dives deeper into your business, providing information about the nature of your business, the history of your company, your mission statement, products or services, and the specific problem that your business solves.

The introduction is more detailed, and usually comes right after the executive summary.

On the other hand, the introduction gives investors or lenders – anyone reading your business plan – a sense of why they should continue reading. Think of it more as the space to tell stakeholders why you are speaking to them. An executive summary can also serve this purpose, but the introduction is meant to speak more directly to your target audience, while an executive summary could give a larger audience a general overview of your business.

Tips for writing an effective executive summary

Here are a few best practices to make writing your executive summary easier, and ultimately more effective. 

1. Think of an executive summary as your pitch

The executive summary is like an elevator pitch. You’re selling someone on reading your full plan while quickly summarizing the key points. Readers will expect it to cover certain areas of your business—such as the product, market, and financial highlights, at the very least.

While you need to include what’s necessary, you should also highlight areas that you believe will spark the reader’s interest. Remember, you’re telling the brief but convincing story of your business with this summary. Just be sure that you’re able to back it up with the right details with the rest of your business plan. 

2. Write it last

Even though the executive summary is at the beginning of a finished business plan, many experienced entrepreneurs choose to write it after everything else. In theory, this makes it easier to write since all of the information is already written out and just needs to be condensed into a shorter format. 

Now, if you’ve started with a one-page plan, this process is even easier. Just use your one-page plan as a starting point and add additional details to any sections that need it. You may even find that no changes are necessary.  

3. Keep it short

Ideally, the executive summary is short—usually just a page or two, five at the outside—and highlights the points you’ve made elsewhere in your business plan. Whatever length you land on, just focus on being brief and concise. Keep it as short as you can without missing the essentials. 

4. Keep it simple

Form follows function, so don’t overcomplicate or over-explain things. The best executive summaries are a mixture of short text, broken up with bullets and subheadings, and illustrations, such as a bar chart showing financial highlights. 

Run through a legibility test after writing your summary. Is it easy to skim through? Are the right pieces of information jumping out? If the answer to either of those questions is no, then work back through and try breaking up information or adjusting the formatting.

5. Create an executive summary outline based on importance and strengths

Organize your executive summary outline so that the most important information appears first. While there are specific components to include, there is no set order of appearance. So, use the order to show emphasis.

Lead with what you want to get the most attention, and add the rest by order of importance. For example, you may start with the problem because that can add drama and urgency that tees up the solution you provide.

Additional resources to write a great executive summary

Need more information and guidance to craft a convincing executive summary? Check out these in-depth resources and templates.

Key mistakes to avoid when writing an executive summary

Here are the critical mistakes you should avoid when writing your executive summary.

How to write your executive summary for specific audiences

The executive summary should tell your audience exactly what your business is, what it does, and why it’s worth their time. Here’s how you can take it a step further and fine-tune it for specific people.

How to develop a mission statement

Learn to put a heart behind the business and create an easy-to-understand narrative by writing a mission statement.

Executive Summary FAQ

What is in an executive summary?

The executive summary of a business plan is a brief introduction and summary of your business strategy, operations, and goals.

What is the purpose of an executive summary?

An executive summary is typically written to convince someone to read your more detailed plan. For investors, it may be the only thing they look at when deciding if they’d like to hear your pitch. Loan officers may review it to determine if your business seems financially sound. And partners, mentors, or anyone else may use it to determine if they want to be involved with your business.

How do you start an executive summary?

While there is no required order for an executive summary, it’s often recommended that you lead with the problem you’re solving or the purpose of your business. This will help frame your intent for the reader, and ideally make them more interested in learning more.

How do you write a good executive summary?

A good executive summary is brief, convincing, and easy to read. Focus on keeping things short and concise, only including necessary information. Be sure to lead and highlight anything that is especially interesting or important about your business. And after writing, spend some time reviewing and reformatting to make your summary as attractive to read as possible.

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Tim Berry is the founder and chairman of Palo Alto Software , a co-founder of Borland International, and a recognized expert in business planning. He has an MBA from Stanford and degrees with honors from the University of Oregon and the University of Notre Dame. Today, Tim dedicates most of his time to blogging, teaching and evangelizing for business planning.

Table of Contents

• What to include
• Writing tips
• Additional resources

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How to master the seven-step problem-solving process

In this episode of the McKinsey Podcast , Simon London speaks with Charles Conn, CEO of venture-capital firm Oxford Sciences Innovation, and McKinsey senior partner Hugo Sarrazin about the complexities of different problem-solving strategies.

Podcast transcript

Simon London: Hello, and welcome to this episode of the McKinsey Podcast , with me, Simon London. What’s the number-one skill you need to succeed professionally? Salesmanship, perhaps? Or a facility with statistics? Or maybe the ability to communicate crisply and clearly? Many would argue that at the very top of the list comes problem solving: that is, the ability to think through and come up with an optimal course of action to address any complex challenge—in business, in public policy, or indeed in life.

Looked at this way, it’s no surprise that McKinsey takes problem solving very seriously, testing for it during the recruiting process and then honing it, in McKinsey consultants, through immersion in a structured seven-step method. To discuss the art of problem solving, I sat down in California with McKinsey senior partner Hugo Sarrazin and also with Charles Conn. Charles is a former McKinsey partner, entrepreneur, executive, and coauthor of the book Bulletproof Problem Solving: The One Skill That Changes Everything [John Wiley & Sons, 2018].

Charles and Hugo, welcome to the podcast. Thank you for being here.

Hugo Sarrazin: Our pleasure.

Charles Conn: It’s terrific to be here.

Simon London: Problem solving is a really interesting piece of terminology. It could mean so many different things. I have a son who’s a teenage climber. They talk about solving problems. Climbing is problem solving. Charles, when you talk about problem solving, what are you talking about?

Charles Conn: For me, problem solving is the answer to the question “What should I do?” It’s interesting when there’s uncertainty and complexity, and when it’s meaningful because there are consequences. Your son’s climbing is a perfect example. There are consequences, and it’s complicated, and there’s uncertainty—can he make that grab? I think we can apply that same frame almost at any level. You can think about questions like “What town would I like to live in?” or “Should I put solar panels on my roof?”

You might think that’s a funny thing to apply problem solving to, but in my mind it’s not fundamentally different from business problem solving, which answers the question “What should my strategy be?” Or problem solving at the policy level: “How do we combat climate change?” “Should I support the local school bond?” I think these are all part and parcel of the same type of question, “What should I do?”

I’m a big fan of structured problem solving. By following steps, we can more clearly understand what problem it is we’re solving, what are the components of the problem that we’re solving, which components are the most important ones for us to pay attention to, which analytic techniques we should apply to those, and how we can synthesize what we’ve learned back into a compelling story. That’s all it is, at its heart.

I think sometimes when people think about seven steps, they assume that there’s a rigidity to this. That’s not it at all. It’s actually to give you the scope for creativity, which often doesn’t exist when your problem solving is muddled.

Simon London: You were just talking about the seven-step process. That’s what’s written down in the book, but it’s a very McKinsey process as well. Without getting too deep into the weeds, let’s go through the steps, one by one. You were just talking about problem definition as being a particularly important thing to get right first. That’s the first step. Hugo, tell us about that.

Hugo Sarrazin: It is surprising how often people jump past this step and make a bunch of assumptions. The most powerful thing is to step back and ask the basic questions—“What are we trying to solve? What are the constraints that exist? What are the dependencies?” Let’s make those explicit and really push the thinking and defining. At McKinsey, we spend an enormous amount of time in writing that little statement, and the statement, if you’re a logic purist, is great. You debate. “Is it an ‘or’? Is it an ‘and’? What’s the action verb?” Because all these specific words help you get to the heart of what matters.

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Simon London: So this is a concise problem statement.

Hugo Sarrazin: Yeah. It’s not like “Can we grow in Japan?” That’s interesting, but it is “What, specifically, are we trying to uncover in the growth of a product in Japan? Or a segment in Japan? Or a channel in Japan?” When you spend an enormous amount of time, in the first meeting of the different stakeholders, debating this and having different people put forward what they think the problem definition is, you realize that people have completely different views of why they’re here. That, to me, is the most important step.

Charles Conn: I would agree with that. For me, the problem context is critical. When we understand “What are the forces acting upon your decision maker? How quickly is the answer needed? With what precision is the answer needed? Are there areas that are off limits or areas where we would particularly like to find our solution? Is the decision maker open to exploring other areas?” then you not only become more efficient, and move toward what we call the critical path in problem solving, but you also make it so much more likely that you’re not going to waste your time or your decision maker’s time.

How often do especially bright young people run off with half of the idea about what the problem is and start collecting data and start building models—only to discover that they’ve really gone off half-cocked.

Hugo Sarrazin: Yeah.

Charles Conn: And in the wrong direction.

Simon London: OK. So step one—and there is a real art and a structure to it—is define the problem. Step two, Charles?

Charles Conn: My favorite step is step two, which is to use logic trees to disaggregate the problem. Every problem we’re solving has some complexity and some uncertainty in it. The only way that we can really get our team working on the problem is to take the problem apart into logical pieces.

What we find, of course, is that the way to disaggregate the problem often gives you an insight into the answer to the problem quite quickly. I love to do two or three different cuts at it, each one giving a bit of a different insight into what might be going wrong. By doing sensible disaggregations, using logic trees, we can figure out which parts of the problem we should be looking at, and we can assign those different parts to team members.

Simon London: What’s a good example of a logic tree on a sort of ratable problem?

Charles Conn: Maybe the easiest one is the classic profit tree. Almost in every business that I would take a look at, I would start with a profit or return-on-assets tree. In its simplest form, you have the components of revenue, which are price and quantity, and the components of cost, which are cost and quantity. Each of those can be broken out. Cost can be broken into variable cost and fixed cost. The components of price can be broken into what your pricing scheme is. That simple tree often provides insight into what’s going on in a business or what the difference is between that business and the competitors.

If we add the leg, which is “What’s the asset base or investment element?”—so profit divided by assets—then we can ask the question “Is the business using its investments sensibly?” whether that’s in stores or in manufacturing or in transportation assets. I hope we can see just how simple this is, even though we’re describing it in words.

When I went to work with Gordon Moore at the Moore Foundation, the problem that he asked us to look at was “How can we save Pacific salmon?” Now, that sounds like an impossible question, but it was amenable to precisely the same type of disaggregation and allowed us to organize what became a 15-year effort to improve the likelihood of good outcomes for Pacific salmon.

Simon London: Now, is there a danger that your logic tree can be impossibly large? This, I think, brings us onto the third step in the process, which is that you have to prioritize.

Charles Conn: Absolutely. The third step, which we also emphasize, along with good problem definition, is rigorous prioritization—we ask the questions “How important is this lever or this branch of the tree in the overall outcome that we seek to achieve? How much can I move that lever?” Obviously, we try and focus our efforts on ones that have a big impact on the problem and the ones that we have the ability to change. With salmon, ocean conditions turned out to be a big lever, but not one that we could adjust. We focused our attention on fish habitats and fish-harvesting practices, which were big levers that we could affect.

People spend a lot of time arguing about branches that are either not important or that none of us can change. We see it in the public square. When we deal with questions at the policy level—“Should you support the death penalty?” “How do we affect climate change?” “How can we uncover the causes and address homelessness?”—it’s even more important that we’re focusing on levers that are big and movable.

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Simon London: Let’s move swiftly on to step four. You’ve defined your problem, you disaggregate it, you prioritize where you want to analyze—what you want to really look at hard. Then you got to the work plan. Now, what does that mean in practice?

Hugo Sarrazin: Depending on what you’ve prioritized, there are many things you could do. It could be breaking the work among the team members so that people have a clear piece of the work to do. It could be defining the specific analyses that need to get done and executed, and being clear on time lines. There’s always a level-one answer, there’s a level-two answer, there’s a level-three answer. Without being too flippant, I can solve any problem during a good dinner with wine. It won’t have a whole lot of backing.

Simon London: Not going to have a lot of depth to it.

Hugo Sarrazin: No, but it may be useful as a starting point. If the stakes are not that high, that could be OK. If it’s really high stakes, you may need level three and have the whole model validated in three different ways. You need to find a work plan that reflects the level of precision, the time frame you have, and the stakeholders you need to bring along in the exercise.

Charles Conn: I love the way you’ve described that, because, again, some people think of problem solving as a linear thing, but of course what’s critical is that it’s iterative. As you say, you can solve the problem in one day or even one hour.

Charles Conn: We encourage our teams everywhere to do that. We call it the one-day answer or the one-hour answer. In work planning, we’re always iterating. Every time you see a 50-page work plan that stretches out to three months, you know it’s wrong. It will be outmoded very quickly by that learning process that you described. Iterative problem solving is a critical part of this. Sometimes, people think work planning sounds dull, but it isn’t. It’s how we know what’s expected of us and when we need to deliver it and how we’re progressing toward the answer. It’s also the place where we can deal with biases. Bias is a feature of every human decision-making process. If we design our team interactions intelligently, we can avoid the worst sort of biases.

Simon London: Here we’re talking about cognitive biases primarily, right? It’s not that I’m biased against you because of your accent or something. These are the cognitive biases that behavioral sciences have shown we all carry around, things like anchoring, overoptimism—these kinds of things.

Both: Yeah.

Charles Conn: Availability bias is the one that I’m always alert to. You think you’ve seen the problem before, and therefore what’s available is your previous conception of it—and we have to be most careful about that. In any human setting, we also have to be careful about biases that are based on hierarchies, sometimes called sunflower bias. I’m sure, Hugo, with your teams, you make sure that the youngest team members speak first. Not the oldest team members, because it’s easy for people to look at who’s senior and alter their own creative approaches.

Hugo Sarrazin: It’s helpful, at that moment—if someone is asserting a point of view—to ask the question “This was true in what context?” You’re trying to apply something that worked in one context to a different one. That can be deadly if the context has changed, and that’s why organizations struggle to change. You promote all these people because they did something that worked well in the past, and then there’s a disruption in the industry, and they keep doing what got them promoted even though the context has changed.

Simon London: Right. Right.

Hugo Sarrazin: So it’s the same thing in problem solving.

Charles Conn: And it’s why diversity in our teams is so important. It’s one of the best things about the world that we’re in now. We’re likely to have people from different socioeconomic, ethnic, and national backgrounds, each of whom sees problems from a slightly different perspective. It is therefore much more likely that the team will uncover a truly creative and clever approach to problem solving.

Simon London: Let’s move on to step five. You’ve done your work plan. Now you’ve actually got to do the analysis. The thing that strikes me here is that the range of tools that we have at our disposal now, of course, is just huge, particularly with advances in computation, advanced analytics. There’s so many things that you can apply here. Just talk about the analysis stage. How do you pick the right tools?

Charles Conn: For me, the most important thing is that we start with simple heuristics and explanatory statistics before we go off and use the big-gun tools. We need to understand the shape and scope of our problem before we start applying these massive and complex analytical approaches.

Simon London: Would you agree with that?

Hugo Sarrazin: I agree. I think there are so many wonderful heuristics. You need to start there before you go deep into the modeling exercise. There’s an interesting dynamic that’s happening, though. In some cases, for some types of problems, it is even better to set yourself up to maximize your learning. Your problem-solving methodology is test and learn, test and learn, test and learn, and iterate. That is a heuristic in itself, the A/B testing that is used in many parts of the world. So that’s a problem-solving methodology. It’s nothing different. It just uses technology and feedback loops in a fast way. The other one is exploratory data analysis. When you’re dealing with a large-scale problem, and there’s so much data, I can get to the heuristics that Charles was talking about through very clever visualization of data.

You test with your data. You need to set up an environment to do so, but don’t get caught up in neural-network modeling immediately. You’re testing, you’re checking—“Is the data right? Is it sound? Does it make sense?”—before you launch too far.

Simon London: You do hear these ideas—that if you have a big enough data set and enough algorithms, they’re going to find things that you just wouldn’t have spotted, find solutions that maybe you wouldn’t have thought of. Does machine learning sort of revolutionize the problem-solving process? Or are these actually just other tools in the toolbox for structured problem solving?

Charles Conn: It can be revolutionary. There are some areas in which the pattern recognition of large data sets and good algorithms can help us see things that we otherwise couldn’t see. But I do think it’s terribly important we don’t think that this particular technique is a substitute for superb problem solving, starting with good problem definition. Many people use machine learning without understanding algorithms that themselves can have biases built into them. Just as 20 years ago, when we were doing statistical analysis, we knew that we needed good model definition, we still need a good understanding of our algorithms and really good problem definition before we launch off into big data sets and unknown algorithms.

Simon London: Step six. You’ve done your analysis.

Charles Conn: I take six and seven together, and this is the place where young problem solvers often make a mistake. They’ve got their analysis, and they assume that’s the answer, and of course it isn’t the answer. The ability to synthesize the pieces that came out of the analysis and begin to weave those into a story that helps people answer the question “What should I do?” This is back to where we started. If we can’t synthesize, and we can’t tell a story, then our decision maker can’t find the answer to “What should I do?”

Simon London: But, again, these final steps are about motivating people to action, right?

Charles Conn: Yeah.

Simon London: I am slightly torn about the nomenclature of problem solving because it’s on paper, right? Until you motivate people to action, you actually haven’t solved anything.

Charles Conn: I love this question because I think decision-making theory, without a bias to action, is a waste of time. Everything in how I approach this is to help people take action that makes the world better.

Simon London: Hence, these are absolutely critical steps. If you don’t do this well, you’ve just got a bunch of analysis.

Charles Conn: We end up in exactly the same place where we started, which is people speaking across each other, past each other in the public square, rather than actually working together, shoulder to shoulder, to crack these important problems.

Simon London: In the real world, we have a lot of uncertainty—arguably, increasing uncertainty. How do good problem solvers deal with that?

Hugo Sarrazin: At every step of the process. In the problem definition, when you’re defining the context, you need to understand those sources of uncertainty and whether they’re important or not important. It becomes important in the definition of the tree.

You need to think carefully about the branches of the tree that are more certain and less certain as you define them. They don’t have equal weight just because they’ve got equal space on the page. Then, when you’re prioritizing, your prioritization approach may put more emphasis on things that have low probability but huge impact—or, vice versa, may put a lot of priority on things that are very likely and, hopefully, have a reasonable impact. You can introduce that along the way. When you come back to the synthesis, you just need to be nuanced about what you’re understanding, the likelihood.

Often, people lack humility in the way they make their recommendations: “This is the answer.” They’re very precise, and I think we would all be well-served to say, “This is a likely answer under the following sets of conditions” and then make the level of uncertainty clearer, if that is appropriate. It doesn’t mean you’re always in the gray zone; it doesn’t mean you don’t have a point of view. It just means that you can be explicit about the certainty of your answer when you make that recommendation.

Simon London: So it sounds like there is an underlying principle: “Acknowledge and embrace the uncertainty. Don’t pretend that it isn’t there. Be very clear about what the uncertainties are up front, and then build that into every step of the process.”

Hugo Sarrazin: Every step of the process.

Simon London: Yeah. We have just walked through a particular structured methodology for problem solving. But, of course, this is not the only structured methodology for problem solving. One that is also very well-known is design thinking, which comes at things very differently. So, Hugo, I know you have worked with a lot of designers. Just give us a very quick summary. Design thinking—what is it, and how does it relate?

Hugo Sarrazin: It starts with an incredible amount of empathy for the user and uses that to define the problem. It does pause and go out in the wild and spend an enormous amount of time seeing how people interact with objects, seeing the experience they’re getting, seeing the pain points or joy—and uses that to infer and define the problem.

Simon London: Problem definition, but out in the world.

Hugo Sarrazin: With an enormous amount of empathy. There’s a huge emphasis on empathy. Traditional, more classic problem solving is you define the problem based on an understanding of the situation. This one almost presupposes that we don’t know the problem until we go see it. The second thing is you need to come up with multiple scenarios or answers or ideas or concepts, and there’s a lot of divergent thinking initially. That’s slightly different, versus the prioritization, but not for long. Eventually, you need to kind of say, “OK, I’m going to converge again.” Then you go and you bring things back to the customer and get feedback and iterate. Then you rinse and repeat, rinse and repeat. There’s a lot of tactile building, along the way, of prototypes and things like that. It’s very iterative.

Simon London: So, Charles, are these complements or are these alternatives?

Charles Conn: I think they’re entirely complementary, and I think Hugo’s description is perfect. When we do problem definition well in classic problem solving, we are demonstrating the kind of empathy, at the very beginning of our problem, that design thinking asks us to approach. When we ideate—and that’s very similar to the disaggregation, prioritization, and work-planning steps—we do precisely the same thing, and often we use contrasting teams, so that we do have divergent thinking. The best teams allow divergent thinking to bump them off whatever their initial biases in problem solving are. For me, design thinking gives us a constant reminder of creativity, empathy, and the tactile nature of problem solving, but it’s absolutely complementary, not alternative.

Simon London: I think, in a world of cross-functional teams, an interesting question is do people with design-thinking backgrounds really work well together with classical problem solvers? How do you make that chemistry happen?

Hugo Sarrazin: Yeah, it is not easy when people have spent an enormous amount of time seeped in design thinking or user-centric design, whichever word you want to use. If the person who’s applying classic problem-solving methodology is very rigid and mechanical in the way they’re doing it, there could be an enormous amount of tension. If there’s not clarity in the role and not clarity in the process, I think having the two together can be, sometimes, problematic.

The second thing that happens often is that the artifacts the two methodologies try to gravitate toward can be different. Classic problem solving often gravitates toward a model; design thinking migrates toward a prototype. Rather than writing a big deck with all my supporting evidence, they’ll bring an example, a thing, and that feels different. Then you spend your time differently to achieve those two end products, so that’s another source of friction.

Now, I still think it can be an incredibly powerful thing to have the two—if there are the right people with the right mind-set, if there is a team that is explicit about the roles, if we’re clear about the kind of outcomes we are attempting to bring forward. There’s an enormous amount of collaborativeness and respect.

Simon London: But they have to respect each other’s methodology and be prepared to flex, maybe, a little bit, in how this process is going to work.

Hugo Sarrazin: Absolutely.

Simon London: The other area where, it strikes me, there could be a little bit of a different sort of friction is this whole concept of the day-one answer, which is what we were just talking about in classical problem solving. Now, you know that this is probably not going to be your final answer, but that’s how you begin to structure the problem. Whereas I would imagine your design thinkers—no, they’re going off to do their ethnographic research and get out into the field, potentially for a long time, before they come back with at least an initial hypothesis.

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Hugo Sarrazin: That is a great callout, and that’s another difference. Designers typically will like to soak into the situation and avoid converging too quickly. There’s optionality and exploring different options. There’s a strong belief that keeps the solution space wide enough that you can come up with more radical ideas. If there’s a large design team or many designers on the team, and you come on Friday and say, “What’s our week-one answer?” they’re going to struggle. They’re not going to be comfortable, naturally, to give that answer. It doesn’t mean they don’t have an answer; it’s just not where they are in their thinking process.

Simon London: I think we are, sadly, out of time for today. But Charles and Hugo, thank you so much.

Charles Conn: It was a pleasure to be here, Simon.

Hugo Sarrazin: It was a pleasure. Thank you.

Simon London: And thanks, as always, to you, our listeners, for tuning into this episode of the McKinsey Podcast . If you want to learn more about problem solving, you can find the book, Bulletproof Problem Solving: The One Skill That Changes Everything , online or order it through your local bookstore. To learn more about McKinsey, you can of course find us at McKinsey.com.

Charles Conn is CEO of Oxford Sciences Innovation and an alumnus of McKinsey’s Sydney office. Hugo Sarrazin is a senior partner in the Silicon Valley office, where Simon London, a member of McKinsey Publishing, is also based.

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5 Steps for Writing an Executive Summary

Table of Contents

Anyone starting a new business must create a business plan that clearly outlines the organization’s details and goals. The executive summary is a crucial element of that business plan.

We’ll explore five steps to writing your business plan’s executive summary, including what to include and avoid. We’ll also point you toward executive summary templates to help you get started. 

What is an executive summary?

New entrepreneurs or business owners typically use a business plan to present their great business idea to potential stakeholders like angel investors . The purpose of the business plan is to attract financing from investors or convince banking executives to get a bank loan for their business . An executive summary is a business plan overview that succinctly highlights its most essential elements. 

It’s not just a general outline; the executive summary might be the only part of your business plan that busy executives and potential investors read. 

“The executive summary of a business plan is designed to capture the reader’s attention and briefly explain your business, the problem you are solving, the target audience, and key financial information,” Ross Kimbarovsky, CEO and founder of Crowdspring, told Business News Daily. “If the executive summary lacks specific information or does not capture the attention of the reader, the rest of the plan might not be read.”

While your executive summary should be engaging and comprehensive, it must also be quick and easy to read. These documents average one to four pages – ideally, under two pages – and should comprise less than 10% of your entire business plan.

Along with an executive summary, a business plan will include your business’s legal structure , the products and services you sell, and a financial plan with sales forecasts .

How do you write an executive summary?

Your executive summary will be unique to your organization and business plan. However, most entrepreneurs and business owners take the following five steps when creating their executive summary.

• Write your business plan first. The executive summary will briefly cover the most essential topics your business plan covers. For this reason, you should write the entire business plan first, and then create your executive summary. The executive summary should only cover facts and details included in the business plan.
• Write an engaging introduction. What constitutes “engaging” depends on your audience. For example, if you’re in the tech industry, your introduction may include a surprising tech trend or brief story. The introduction must be relevant to your business and capture your audience’s attention. It is also crucial to identify your business plan’s objective and what the reader can expect to find in the document.
• Write the executive summary. Go through your business plan and identify critical points to include in your executive summary. Touch on each business plan key point concisely but comprehensively. You may mention your marketing plan , target audience, company description, management team, and more. Readers should be able to understand your business plan without reading the rest of the document. Ideally, the summary will be engaging enough to convince them to finish the document, but they should be able to understand your basic plan from your summary. (We’ll detail what to include in the executive summary in the next section.)
• Edit and organize your document. Organize your executive summary to flow with your business plan’s contents, placing the most critical components at the beginning. A bulleted list is helpful for drawing attention to your main points. Double-check the document for accuracy and clarity. Remove buzzwords, repetitive information, qualifying words, jargon, passive language and unsupported claims. Verify that your executive summary can act as a standalone document if needed.
• Seek outside assistance. Since most entrepreneurs aren’t writing experts, have a professional writer or editor look over your document to ensure it flows smoothly and covers the points you’re trying to convey.

What should you include in an executive summary?

Your executive summary is based on your business plan and should include details relevant to your reader. For example, if your business plan’s goal is pitching a business idea to potential investors , you should emphasize your financial requirements and how you will use the funding. 

The type of language you use depends on whether your audience consists of generalists or industry experts.

While executive summary specifics will vary by company, Marius Thauland, business strategist at OMD EMEA, says all executive summaries should include a few critical elements:

• Target audience
• Products and services
• Marketing and sales strategies
• Competitive analysis
• Funding and budget allocation for the processes and operations
• Number of employees to be hired and involved
• How you’ll implement the business plan 

When synthesizing each section, highlight the details most relevant to your reader. Include any facts and statistics they must know. In your introduction, present pertinent company information and clearly state the business plan’s objective. To pinpoint key messages for your executive summary, ask yourself the following questions: 

• What do you want the reader to take away from the document? 
• What do you want to happen after they read it? 

“Put yourself in the business plan reader’s shoes, and think about what you would like to know in the report,” Thauland advised. “Get their attention by making it simple and brief yet still professional. It should also attract them to read the entire document to understand even the minute details.”

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What should you avoid in an executive summary?

When writing your executive summary, be aware of the following common mistakes: 

• Making your executive summary too long. An executive summary longer than two pages will deter some readers. You’re likely dealing with busy executives, and an overlong stretch of text can overwhelm them.
• Copying and pasting from other executive summary sections. Reusing phrases from other sections and stringing them together without context can seem confusing and sloppy. It’s also off-putting to read the same exact phrase twice within the same document. Instead, summarize your business plan’s central points in new, descriptive language.
• Too many lists and subheadings in your executive summary. After one – and only one – introductory set of bullets, recap your business plan’s main points in paragraph form without subheadings. Concision and clarity are more important for an executive summary than formatting tricks.
• Passive or unclear language in your executive summary. You’re taking the reins of your business, and your executive summary should show that. Use active voice in your writing so everyone knows you’re running the show. Be as clear as possible in your language, leaving no questions about what your business will do and how it will get there.
• Avoid general descriptions in your executive summary. Kimbarovsky said it’s best to avoid generalities in your executive summary. For example, there’s no need to include a line about “your team’s passion for hard work.” This information is a given and will take attention away from your executive summary’s critical details.
• Don’t use comparisons in your executive summary. Kimbarovsky also advises staying away from comparisons to other businesses in your executive summary. “Don’t say you will be the next Facebook, Uber or Amazon,” said Kimbarovsky. “Amateurs make this comparison to try and show how valuable their company could be. Instead, focus on providing the actual facts that you believe prove you have a strong company. It’s better if the investor gives you this accolade because they see the opportunity.”

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Executive summary templates and resources

If you’re writing an executive summary for the first time, online templates can help you outline your document. However, your business is unique, and your executive summary should reflect that. An online template probably won’t cover every detail you’ll need in your executive summary. Experts recommend using templates as general guidelines and tailoring them to fit your business plan and executive summary.

To get you started, here are some popular executive summary template resources:

• FormSwift. The FormSwift website lets you create and edit documents and gives you access to over 500 templates. It details what an effective executive summary includes and provides a form builder to help you create your executive summary. Fill out a step-by-step questionnaire and export your finished document via PDF or Word.
• Smartsheet. The Smartsheet cloud-based platform makes planning, managing and reporting on projects easier for teams and organizations. It offers several free downloadable executive summary templates for business plans, startups, proposals, research reports and construction projects.
• Template.net. The Template.net website provides several free business templates, including nine free executive summary templates that vary by project (e.g., business plan, startup, housing program development, proposal or marketing plan). Print out the templates and fill in your relevant details.
• TemplateLab. The TemplateLab website is a one-stop shop for new business owners seeking various downloadable templates for analytics, finance, HR, marketing, operations, project management, and time management. You’ll find over 30 free executive summary templates and examples.
• Vertex42. The Vertex42 website offers Excel templates for executive summaries on budgets, invoices, project management and timesheets, as well as Word templates for legal forms, resumes and letters. This site also provides extensive information on executive summaries and a free executive summary template you can download into Word or Google Docs.

Summing it all up

Your executive summary should preview your business plan in, at most, two pages. Wait until your business plan is complete to write your executive summary, and seek outside help as necessary. A thorough, engaging business plan and executive summary are well worth the time and money you put into them. 

Max Freedman contributed to the reporting and writing in this article. Some source interviews were conducted for a previous version of this article.

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How to Write a Powerful Executive Summary [+4 Top Examples]

Published: August 31, 2023

Whether you're an entrepreneur looking for investors for your small business or the CEO of a large corporation, an executive summary can help you succeed and is a critical component for long-term growth.

A short, attention-grabbing executive summary is an essential part of your business plan . Done correctly, it will ensure your company becomes or remains a key player in your industry. In this post, you’ll learn what an executive summary is and how to write one that engages investors, customers, and general audiences.

Executive Summary

An executive summary is a brief overview of a long document, such as a business plan, proposal, or report. It's a section that grabs readers’ attention and summarizes critical information from the document, such as the problem or opportunity being addressed, objectives, key findings, goals, and recommendations.

Some documents that may have an executive summary include:

• Business plans
• Research documents
• Project proposals
• Annual reports

Ultimately, the executive summary is meant to inform readers of the most important information in the document, so they don't have to read it all and can get caught up quickly.

Free Executive Summary Template

Use this executive summary template to provide a summary of your report, business plan, or memo.

• Company & Opportunity
• Industry & Market Analysis
• Management & Operations
• Financial Plan

You're all set!

Click this link to access this resource at any time.

Executive Summary vs. Business Plan

All business plans have an executive summary, but not all executive summaries belong to business plans.

A business plan includes a company overview, your company's short-term and long-term goals, information on your product or service, sales targets, expense budgets, your marketing plan, and a list including each member of your management team. In this case, the executive summary is the first section of the business plan that convinces readers that it’s worth their time to read the whole thing.

Business plans are very detailed and comprehensive, and can be as short as a dozen pages or as long as 100 pages. However, a CEO or investor might not have the interest or time to read your full business plan without first getting the general gist of your company or goals through an executive summary.

Executive Summary vs. Mission Statement

Mission statements and executive summaries are typically both found in business plans, but they serve different purposes.

A mission statement defines your organization’s purpose, values, and vision. It’s your company’s north star and communicates your core identity and reason for existence. On the other hand, an executive summary provides a high-level overview of the document.

Ultimately, your mission statement provides direction for developing your business plan, while your executive summary describes your business plan to executives and shareholders.

Executive Summary vs. Company Description

Like mission statements and executive summaries, company descriptions can also be found in business plans as well as the “About us” page of your website . It provides an overview of your business, including essential details like company history, what your company does, unique selling points, goals, management team, and overall value proposition.

Executive Summary vs. Objective

An objective is a specific goal or target that your company takes aims to achieve its overall goal. It is a concrete, measurable outcome that guides your business’s actions and decisions. Objectives are usually set at the strategic level and are typically aligned with the company’s mission, vision, and overall strategic plan.

Company objectives are often included in executive summaries, but are not the sole focus of them.

What is the purpose of an executive summary?

Writing an executive summary may not seem that necessary. After all, you can find the same information just by reading the rest of the document.

However, the executive summary serves many purposes for your document and those who read it. Here are some of the benefits of having one:

• It saves your readers time. CEOs and investors often have limited time to review lengthy documents. An executive summary allows them to quickly grasp the main points, key findings, and recommendations without needing to read the entire document.
• It provides clarity and conciseness. By providing a condensed overview, executive summaries help to distill complex information and present it in a manner that’s easy to understand.
• It helps with document navigation. For longer documents or reports, an executive summary provides a roadmap for readers. It helps them navigate through the document by signaling the main sections or topics covered, improving overall document usability and accessibility.

To write an impressive executive summary that effectively embodies all the important elements of your business plan, we've cultivated a list of necessary components for an executive summary, as well as an example to get you started.

Follow Along With HubSpot's Executive Summary Template

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How to write an executive summary.

A good executive summary tells your company’s story, contains in-depth research, conveys information with an appropriate tone, is void of clichés, and follows your business plan’s structure. These elements will ensure your executive summary is effective, informative, and impactful.

1. Tell your story.

When investors or CEO's read your executive summary, they should understand what your business is about. This is one of the first elements of your business plan, so it should set the tone.

In your executive summary, be sure to tell your story and include an overview about what your company does and why you do what you do. You can also briefly highlight important details about your company’s management.

For instance, you could talk about your founder or CEO’s qualifications and motivations. You can also provide a high-level summary of your company’s business operations and any management methods or best practices that you abide by.

You’ll also want to explain the problem or opportunity that is being addressed, and how it is valuable to investors and customers. Think of this like an elevator pitch . If someone stopped reading and you only had the executive summary to explain your company, what information would you include?

2. Highlight important data.

An executive summary, while short, should include plenty of research.

Highlight the most important findings and insights from the document, including any critical data or statistics discovered in your competitor analysis . While your business plan will flesh out the details, it's important to include your key findings in your executive summary.

You should also provide a basic rundown of your target market, how you plan on addressing their needs and pain points, and how you will reach them.

Additionally, you should include key financial information. The main points you should cover are the overall budget, the price per product/service, and your financial projections.

3. Pay attention to your tone.

Although the tone of your executive summary should be professional and concise, it should also be true to your company and target audience. Aim to convey a sense of authority and credibility while remaining accessible and engaging.

Here are some tips to keep in mind:

• Focus on presenting information objectively with facts and evidence.
• Don’t voice your personal opinions or use subjective statements.
• Strive for clarity and simplicity in your language and ensure that your message is easily understood.
• Avoid unnecessarily complexity or convolution.
• Don’t use hyperbole or excessive claims.
• Use strong verbs, active voice, and concise language to make your points effectively.
• Aim to resonate with the reader’s interests and concerns.

By striking the right balance between professionalism, clarity, and engagement, you can effectively deliver your message and compel the reader to take action or make informed decisions based on the summary.

4. Avoid cliché language.

With any style of writing, it's best to avoid clichés. Clichés can convey the wrong message or be misunderstood, which is something you want to avoid when someone reads your executive summary.

Additionally, clichés tend to overpromise and under-deliver. For example, including something like “The Best Restaurant in Town” isn‘t true because you’re untested as a business. Your executive summary should reflect the truth and who you are as a company.

To avoid clichés while writing, it’s essential to be aware of their presence. Familiarize yourself with common clichés and be mindful of them as you write. Some examples include:

• “Thinking outside the box”
• “Innovative solutions”
• “Cutting-edge technology”

Instead of relying on these overused phrases, be descriptive and embrace the uniqueness of your brand when writing your executive summary. For instance, there’s no need to vaguely refer to your product as a “game-changer,” when you could explain how it benefits your target audience instead. Show, don’t tell.

By staying true to your voice and delivering an honest message, you can keep your writing fresh and your audience engaged.

5. Write it after completing your business plan.

An executive summary is a summary of your business plan. However, it‘s hard to write a summary when you haven’t written your business plan yet. That's why your executive summary should be the final thing you write.

By saving this step for last, you’re able to gain a thorough understanding of the entire plan, including your business’s goals, strategies, market analysis, and financial projections. This enables you to accurately depict the most important aspects in your summary.

If you write you executive summary first, you’re more likely to miscommunicate the essence of your business plan to executives and shareholders. Sure, you may have an outline prepare, but not having all the information can lead to inconsistencies or inaccuracies in your summary. You also risk including irrelevant details or omitting important details that come up during the planning process.

Ultimately, writing your executive summary last ensures that precisely represents the content and findings your plan.

If you don’t have a business plan yet, don’t worry; we have a comprehensive business plan template to help you create one quickly and effectively.

Featured Resource: Business Plan Template

Download Your Free Template Here

Now that you know how to write an executive summary, let's dive into the details of what to include.

What to Include in Your Executive Summary

Your business plan should convey your company‘s mission, your product, a plan for how you’ll stand out from competitors, your financial projections, your company's short and long-term goals, your buyer persona, and your market fit.

Ultimately, an executive summary should provide a preview for investors or CEO's, so they know what to expect from the rest of your report. Your executive summary should include:

• The name, location, and mission of your company
• A description of your company, including management, advisors, and brief history
• Your product or service, where your product fits in the market, and how your product differs from competitors in the industry
• Financial considerations, start-up funding requirements, or the purpose behind your business plan — mention what you hope the reader will help your company accomplish

How long should an executive summary be?

While there is no hard and fast rule for the exact length, executive summaries typically range from one to three pages. However, it's important to note that the length should be determined by the document it accompanies and the content itself rather than a predetermined page count.

At the end of the day, your executive summary should engage the reader and highlight the most important points of your document while avoiding unnecessary details.

Feeling at a loss? Download a free template below that will take you through the executive summary creation process.

Executive Summary Template

Download Your Free Executive Summary Template Here

In this free executive summary template, you’ll be able to outline several pieces of information, including:

• Introduction: Explain what your executive summary contains.
• Company & Opportunity: Explain who you are and your biggest opportunities for growth.
• Industry & Market Analysis: Explain the state of your industry and your target market.
• Management & Operations: Explain who your key leaders are and their roles.
• Implementation & Marketing: Explain how you plan to deploy your product to the marketplace.
• Financial Plan: Explain your company’s finances. Change the verbiage depending on whether you’re writing to investors or a general audience.
• Conclusion: Summarize what you’ve covered.

Ready? Download your free executive summary template .

To understand more tactically how an executive summary should look, let’s review a few examples.

Executive Summary Examples

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How to Write an Executive Summary (+ Examples)

• March 21, 2024
• Business Plan , How to Write

The executive summary is the cornerstone of any business plan, serving as a gateway for readers to understand the essence of your proposal.

It summarizes the plan’s key points into a digestible format, making it crucial for capturing the interest of investors, partners, and stakeholders.

In this comprehensive guide, we’ll explore what the executive summary is, why we use it, and also how you can create one for your business plan. Let’s dive in!

What is an Executive Summary?

An executive summary is a concise and compelling overview of a business plan (or simply a report), designed to provide readers, such as investors, partners, or upper management, with a quick and clear understanding of the document’s most critical aspects.

For a business plan, it summarizes the key points including the business overview , market analysis , strategy plan timeline and financial projections.

Typically, the executive summary is the first section of a business plan, but it should be written last to ensure it accurately reflects the content of the entire document.

The primary goal of an executive summary is to engage the reader’s interest and encourage them to read the full document.

It should be succinct, typically no more than one to two pages, and articulate enough to stand on its own, presenting the essence of the business proposal or report without requiring the reader to go through the entire document for basic understanding.

Why Do We Use It?

The executive summary plays a crucial role in whether a business plan opens doors to funding, partnerships, or other opportunities . It’s often the first (and sometimes the only) part of the plan that stakeholders read, making it essential for making a strong, positive first impression. As such, we use it in order to:

• Capture Attention: Given the volume of business plans investors, partners, and lenders might receive, an executive summary’s primary function is to grab the reader’s attention quickly. It highlights the most compelling aspects of the business to encourage further reading.
• Save Time: It provides a succinct overview of the business plan, allowing readers to understand the key points without going through the entire document. This is particularly beneficial for busy stakeholders who need to make informed decisions efficiently.
• Facilitate Understanding: An executive summary distills complex business concepts and strategies into a concise format. Therefore, it makes it easier for readers to grasp the business’s core mission, strategic direction, and potential for success.
• Driving Action: By summarizing the financial projections and funding requirements, an executive summary can effectively communicate the investment opportunity. Indeed the investment opportunity, whether to raise money from investors or a loan from a bank, is the most common reason why we prepare business plans.
• Setting the Tone: The executive summary sets the tone for the entire business plan. A well-written summary indicates a well-thought-out business plan, reflecting the professionalism and competence of the management team.

How to Write an Executive Summary in 4 Simple Steps

Here’s a streamlined approach to crafting an impactful executive summary:

1. Start with Your Business Overview

• Company Name: Begin with the name of your business.
• Location: Provide the location of your business operations.
• Business model: Briefly describe how you make money, the producfs and/or services your business offers.

2. Highlight the Market Opportunity

• Target Market : Identify your target market and its size.
• Market Trends : Highlight the key market trends that justify the need for your product or service.
• Competitive Landscape : Describe how your business is positioned to meet this need effectively.

3. Present Your Management Team

• Team Overview: Introduce the key members of your management team and their roles.
• Experience: Highlight relevant experience and skills that contribute to the business’s success.

4. Include Financial Projections

• Financial Summary: Provide a snapshot of key financial projections, including revenue, profits, and cash flow over the next three to five years.
• Funding Requirements: If seeking investment, specify the amount needed and how it will be used.

2 Executive Summary Examples

Here are 2 examples you can use as an inspiration to create yours. These are taken from our coffee shop and hair salon business plan templates.

Coffee Shop Executive Summary

Hair Salon Executive Summary

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Being asked to write an executive summary, whether for a policy paper, pamphlet, briefing paper or report, may be a daunting prospect if you’ve never done it before.

However, ask a few questions, and keep a few simple rules in your mind and it becomes much more straightforward. This page sets out the questions to ask, whether of yourself or someone else, and a few warnings and conventions to bear in mind.

Executive Summary Content

Two key questions you need to ask before you start

• Who is the intended audience of my executive summary?
• Which of the contents of the paper that I am summarising do they really need to know?

These questions are important because they tell you what you need to include in the executive summary, so let’s unpack them a little:

The Intended Audience

As with all writing projects it is important to know your audience . The intended audience for an executive summary may be quite different from the intended audience for the longer document, whether it’s a policy paper, report, or something else.

The executive summary serves several possible purposes.

People may read the executive summary to find out if they need to read the full report. This group may include people within the organisation and outside, but the report is likely to touch on what they do every day. They will often be subject experts; they just need to know if there is anything new that they should read. This group will be looking for a broad summary of the contents of the wider paper.

People may want to find out if they’d find the full report interesting and relevant , even if not strictly essential. Again, this group is likely to be subject experts, but may also include analysts searching for a particular ‘angle’ on the subject. This group will also welcome a straightforward summary of the contents.

They may read the executive summary instead of the full report . It’s this group that you really need to worry about, because they’re likely to include the Board or executive team of your organisation, as well as journalists. What goes into the executive summary, therefore, is the message that they’re going to take away, that may well be spread more widely. For these people, the executive summary is their window onto the subject and it needs to be transparent, not opaque, if they are to understand it.

Think about your intended audience: who do you want to read your executive summary and why?

Don’t worry about other people who might read it; this is your intended audience , the people to whom you or your immediate line manager are going to send the summary. If the summary is for publication, which groups do you most want to read it?

What Does Your Intended Audience Need to Know?

Once you have identified your intended audience, you can then think about what they need to know or do as a result of reading your paper. This can be split into two parts:

First categorise the document by whether it needs action or is for information only. This will determine the language that you use.

Next, you need to identify what, when they have finished reading, are the key messages that you want your audience to have in their heads. Information and concepts that they did not have before.

Top Tip A good way to think about the key content is to imagine meeting your boss or CEO in the car park or at the coffee machine. What three key points about your document would you want to tell them?

Work on reducing your key messages down to three, or at the most, five bullet points of one or two sentences. Working on them before you start writing will mean that they are absolutely clear in your head as you write.

Writing your Executive Summary

Some organisations have very clear structures that are used for documents like executive summaries and others are more open.

Before you start, check whether you need to work within a specific structure or not. For example, if you are writing a summary of an academic report for submission, you may have a word count restriction, or need to remain within one side of paper.

When you are writing your executive summary, you should keep your intended audience in mind at all times and write it for them.

If your audience includes your boss or Chief Executive think: how much do they already know, and how much do you need to explain?

If your audience includes journalists, you probably need to explain everything. If it’s simply as a summary of a paper because you have to publish one, then you simply need to summarise the paper.

If you find yourself getting bogged down in the detail at this stage, it’s a good idea to talk to someone else about what to include.

The language you use needs to be fairly formal, whether or not the summary is intended for publication. If in doubt, check out our page: Formal and Informal Writing .

Broadly, an executive summary, as you might expect, summarises the main points of the underlying paper, and draws out the key points. It usually has three sections: introduction, main body and conclusion.

The introduction sets the scene, and explains what the paper is about, including what action needs to be taken as a result. It doesn’t need to be more than one or two sentences. For an internal paper, you might write:

This paper explains the findings of the research about [subject] and its relevance to the organisation. It notes five key findings, and makes three recommendations for action within the organisation. You are asked to take note of these, and decide whether the recommendations should be implemented.

For an executive summary of a published paper, it is not unusual for the first paragraph to be more attention-grabbing.

For example, from a recently-published report about green energy and the internet:

For the estimated 2.5 billion people around the world who are connected to the internet, it is impossible to imagine life without it. The internet has rewoven the fabric of our daily lives – how we communicate with each other, work and entertain ourselves – and become a foundation of the global economy.

[Source: Greenpeace, Clicking Clean ].

This example still sets the scene: the importance of the internet, but the idea here is to keep people reading, not just provide information. Again, it’s all about your audience and what they need or want.

The main body of the text outlines the key findings and/or recommendations from the report or paper to which this is the summary. The main section needs to focus on the interesting and most relevant bits of the report.

Most importantly, the main section of the executive summary needs to stand alone without the reader having to refer to the main body of the report or policy paper. This is worth checking by getting someone who doesn’t know much about the subject to read it over for you.

Finally, you need a conclusion , which outlines the take-home messages or action needed from the person reading the report. Bullet points are a useful form to highlight the key points, and this is where your three to five messages come in.

Once you’ve finished, check it against our checklist to make sure that you’ve covered everything.

Checklist for writing an executive summary

• Have you kept in mind the audience at all times?
• Have you addressed it to them?
• Have you met any word count or structural requirements?
• Have you clearly outlined the key messages and any action needed as a result?
• Does the executive summary make sense by itself, without the report attached?

Final Words of Warning

An executive summary cannot be all things to all people. You only have a few hundred words. You need to focus firmly on your intended audience and their needs. Other people may find it useful; your intended audience relies on it.

Continue to: How to Write a Report How to Write a Business Case

See also: Commercial Awareness Employability Skills Note-Taking

BUSINESS STRATEGIES

How to write a compelling executive summary

• Jennifer Kaplan
• Jul 30, 2023

The process of starting your own business is made up of several steps, such as using a website builder , promoting your products or services, and obtaining funding. Before you dive into any of these pieces though, the initial thing you’ll need to do is draw out an organized overview of your business plan, otherwise known as an executive summary.

In this article, we’ll explain what this concept means, and then walk you through the most important steps on how to write an executive summary to set your business off on the right foot.

What is an executive summary?

An executive summary is a high level overview of your business. It contains many components in brevity, such as your business model, market and competitors, financial projections, and a final request at the end.

It’s the first and strongest component of all types of business plans , but it also serves as a highly functional standalone document. Not only does it need to persuade readers to go through the rest of your business plan, but it should also be used as a means for raising money, creating partnerships, launching a new product/service, and for other specific requests and recommendations.

If you’re planning on writing a complete business plan at this stage or business proposal , it’s wise to do that first, and then come back to your executive summary after. Doing so will allow you to get the full picture of your needs and where your business stands amongst competitors. Then, you’ll be able to just pull out the most significant highlights and address them briefly in your executive summary.

How to write an executive summary:

When you craft your executive summary (and elevator pitch ), keep the following two things in mind: conciseness and professional language. That’s your key to leaving a lasting impression when it comes to presenting your work, as long as you’re addressing the right audience with the right solution.

Here’s how to write an executive summary:

Begin with your table of contents

State your objective

Provide a brief company overview

Research your market and competitors

Write out your key financial data

Address your request

Polish your work

01. Begin with your table of contents

Although the executive summary is meant to be brief, it’s still important that you distinguish between each of the categories below. The formal way to do this is through a simple and straightforward table of contents. With this, address each section and the associated page(s). Make sure that your table of contents is a complete page of its own, separate from the pages below, which should be 1-2 pages maximum.

This is also a great time to start thinking about the layout of your information. You’ll want to list out your topics in the order of importance relevant to the addressed problem, as we’ll discuss in the following section.

02. State your objective

The purpose behind writing your plan is as straightforward as this statement: there is a problem, and you have the solution to it. So, the first thing you should do after your table of contents is to introduce the problem, and then explain your strategy for solving it. Walk through your desired outcome and the final day you plan to reach that. Also write out the milestones you aim to reach in your journey to get there too.

While doing so, have a particular audience in mind that will read this executive summary. Just like how you would modify your resume to impress a particular company you really want to work at, you’ll want to tailor this document to that audience. The problem you choose to present, as well as the writing style you’ll use, should all cater to the readers. This is because you want them to gain the most value from reading it. For example, an investment firm would be more interested in the numbers, while a potential partner would be more interested in learning about your vision statement and mission statement. If you have not written yours, here are some powerful mission statement examples that stand out.

03. Provide a brief company overview

As mentioned before, what you choose to include should be relevant to your audience, so take all of these recommendations with a grain of salt. You will definitely want to address your key company information in this section, while the rest is subject to your goals.

Give a background of who you are and what you do. Include information such as your mission statement , core values, and an overview of your company culture.

Provide a brief summary of your business structure. Explain who the founders are and other top management. List your investors, partners, and other stakeholders. Talk about the size of your business, location, and whether you plan on growing or relocating anytime in the near future. Summarize your top products or services, including an overview of your production and sales processes.

Lastly, make sure to address how the reader can get in touch with you by providing your contact information.

04. Research your market and competitors

In this section, detail your target market, industry, and competitors. While performing market research is a core topic to your business plan and a SWOT analysis is a strategic process for making a major decision, this is just a summary of your key findings from those processes.

You’ll mainly want to address your competitive advantage , strengths, and other positive highlights that make your products, services or business model stand out.

Additionally, mention your plan for growing your customer base, ROI , or other goals and opportunities you plan to take advantage of in relation to your marketing efforts. Consider explaining a problem in your industry and the solution that you can or will be able to offer.

05. Write out your key financial data

Since most executive summaries are focused around securing funding for business owners, detailing your key financial data is a must. Include the parts that are most relevant to your targeted readers, as there is no need to provide the entirety of your financial statements here. For example, you can show your income over the past few years if it showcases growth. You can also forecast your future earnings based on new developments you’re working on.

06. Address your request

The reason you wrote this document was to get the attention of someone specific. Whether that is to seek partnership or for raising capital, you’re going to want to end on a strong note.

First, recap your findings in a few short sentences to build support. Then, ease in on your request in a direct manner. If you’re asking for a certain amount of dollars in funding, you will need to explain what you will use that funding for specifically.

In the case of investing, also give your investors a reason to want to back your business. What benefits are you offering them? Do you have a planned exit strategy? How successful do you hope to be? If the previous sections did a good job of persuading your requestees, then this part should be easy to sum up.

07. Polish your work

Go back through your work to reread it. This is the time where you’ll want to look at your executive summary from the readers’ point of view more deeply. Think of your reader as someone who is very busy. They don’t necessarily have a long time to read a document like this that is meant to be short in the first place. As soon as possible they want you to get to the point behind why you’re asking them for funding. So leave out the fluff, make sure you didn’t state any points twice, and see where you can condense some of your sentences. Furthermore, make sure that you didn’t use any jargon or acronyms that can cause confusion.

When you think the final draft is ready to go, have a colleague or acquaintance also give it a go-through to make sure that everything looks professional, legit, and impressive to your potential readers. Only then are you ready to present your executive summary to the world.

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Changing the Conversation: Messages for Improving Public Understanding of Engineering (2008)

Chapter: executive summary.

Below is the uncorrected machine-read text of this chapter, intended to provide our own search engines and external engines with highly rich, chapter-representative searchable text of each book. Because it is UNCORRECTED material, please consider the following text as a useful but insufficient proxy for the authoritative book pages.

EXECUTIVE SUMMARY Every year, hundreds of millions of dollars are spent in the United States to improve the public understanding of engineering (NAE, 2002). Despite these efforts, educational research shows that K–12 teachers and students generally have a poor understanding of what engineers do (Cunningham et al., 2005; Cunningham and Knight, 2004). Polling data show that the public believes engineers are not as engaged with societal and community concerns as scientists or as likely to play a role in saving lives (Harris Interactive, 2004). And when asked to judge the relative prestige of professions, people tend to place engineering in the middle of the pack, well below medicine, nursing, science, and teaching (Harris Interactive, 2006). Parents, however, are generally amenable to the idea of their sons and daughters opting for careers in engineering. Understandably, engineers, engineering educators, and the orga- nizations that represent them want people to have an accurate, more positive impression of engineering. However, there also other impor- tant reasons for improving the public understanding of engineering:  

 CHANGING THE CONVERSATION • Sustaining the U.S. capacity for technological innovation. A better understanding of engineering would educate policy makers and the public as to how engineering contributes to economic development, quality of life, national security, and health. • Attracting young people to careers in engineering. A ­better understanding of engineering should encourage students to take higher level math and science courses in middle school, thus enabling them to pursue engineering educa- tion in the future. This is especially important for girls and under­represented minorities, who have not historically been attracted to technical careers in large numbers. • Improving technological literacy. To be capable, confident participants in our technology-dependent society, citizens must know something about how engineering and science, among other factors, lead to new technologies (NAE and NRC, 2002). Goal of the Messaging Project The goal of this project, primarily funded by the National Sci- ence Foundation with additional support from the Georgia Institute of Technology and the S.D. Bechtel, Jr. Foundation, is to encourage coordinated, consistent, effective communication by the engineering community to a variety of audiences, including school children, their parents, teachers, and counselors, about the role, importance, and career potential of engineering. The project had three objectives: • to identify a small number of messages likely to improve the public understanding of engineering • to test the effectiveness of these messages in a variety of target audiences • to disseminate the results of the message testing to the engi- neering community This project did not have the goal of developing metrics for mea- suring the effectiveness of messaging efforts. Nevertheless, it is reason- 

Executive Summary  able to ask what one might look for as evidence of “improvement” in public understanding of engineering. One indicator of improvement would be the number and diversity of organizations using this report to shape their engineering outreach. Over time, we would hope to see growth in this set of organizations, and that might be measured through surveys of the engineering community. A longitudinal study, combined with “dipstick” surveys before, during, and after the deploy- ment of new messages, could indicate the extent to which the public recognizes the new messages or associates certain key words, such as creativity and innovation, with engineering. The remainder of the Executive Summary is focused on survey results for the messages, and it briefly discusses testing data related to several shorter, more punchy “taglines.” Additional findings are described in the full report, and complete data tables of the ­ survey results are provided in an accompanying CD. The CD also contains a copy of the full report as a PDF. Methodology Through a request-for-proposals process, the committee selected the communications firm Bemporad Baranowski Marketing Group to oversee message development, in partnership with Global Strategy Group (GSG), a market research company. GSG and Harris Interactive, another market-research firm, were selected to test the messages. The study used qualitative and quantitative research. The qualita- tive research included in-depth interviews, youth “triads” (same-sex groups of three 9–11-year-olds), and adult and teen focus groups to determine perceptions of engineers and engineering by different groups as a basis for developing a positioning statement, messages, and taglines. The quantitative research consisted of an online survey that oversampled for African Americans and Hispanics. The goal of the quantitative research was to shed light on the findings of the focus groups and provide a statistically sound foundation for the committee’s recommendations. The committee also solicited feedback through pre- sentations at relevant meetings and by posting an interim status report on the National Academy of Engineering (NAE) website to encourage input from a cross section of the engineering community and others. 

 CHANGING THE CONVERSATION In the interviews, focus groups, and youth triads, small samples were selected without statistical procedures. The results of this quali- tative research had to be tested through quantitative methods. In the quantitative research, the online survey, respondents were part of volunteer survey panels. Thus we could not control exactly who would take part in the survey, and the responses may not accurately reflect the demographics of the sample populations. This common limitation was addressed by weighting (i.e., adjusting survey responses upward or downward to match the demographic variable of interest). Non- responses also affect the representativeness of a sample, and thus the “generalizability” of the results. Another limitation was that respon- dents were required to have access to the Internet. In the committee’s view, these methodological issues do not detract from the usefulness of the study’s findings. The Engineering Messaging Landscape Current and past engineering outreach to the public and message development have been ad hoc efforts, and metrics for tracking results have rarely been used. Although a variety of useful tactics have been tried, no consistent message has been communicated, even among projects by the same organization. Most outreach initiatives target high school students with an eye toward “priming the engineering education pipeline.” Less attention has been paid to elementary and middle school students, where efforts would serve a “mainline” function of promot- ing technological literacy and stimulating interest in mathematics and science. With the notable exception of National Engineers Week, most outreach programs have been local. In general, messages targeting younger children attempt to con- vince them that mathematics and science are easy or fun and that engi- neering is challenging, exciting, hands-on, and rewarding. Messages for older, prospective college students tend to emphasize career potential. For the most part, these have been direct statements emphasizing the personal benefits of being an engineer. A recurring theme in many messaging efforts is that engineering requires skills in mathematics and science. Frequently, these messages 

Executive Summary  suggest that students must have an aptitude for and strong interest in these subjects to succeed in engineering. Changing the Conversation In collaboration with the committee, the consultants developed a positioning statement to guide future outreach activities by the engineering community (Box ES-1). This optimistic, inspirational statement emphasizes connections between engineering and ideas and possibilities, rather than engineering as a math and science based method of solving problems. The statement describes engineering as inherently creative and concerned with human welfare, as well as an emotionally satisfying calling. In short, the statement changes the tone and content of the conversation about engineering. A positioning state- ment is the conceptual foundation for a communications campaign, but it is not usually shared with the public. BOX ES-1 New Positioning Statement No profession unleashes the spirit of innovation like engineering. From research to real-world applications, engineers constantly dis- cover how to improve our lives by creating bold new solutions that connect science to life in unexpected, forward-thinking ways. Few professions turn so many ideas into so many realities. Few have such a direct and positive effect on people’s everyday lives. We are counting on engineers and their imaginations to help us meet the needs of the 21st century. Findings from the Qualitative Research Students in the focus groups and triads were asked to describe their images of engineers, their understanding of engineering, their reactions to examples of engineering, their views on current school subjects, and their hopes for future careers. Participants in the parent 

 CHANGING THE CONVERSATION group were asked to describe their thoughts and ideas about career choices for their children. Both students and parents were also asked their reactions to several preliminary messaging “themes” (Box ES-2) based on the positioning statement. BOX ES-2 Preliminary Messaging Themes Ideas in Action. This theme underscores how engineering uniquely bridges the world of science with the real world. Life Takes Engineering. This theme focuses on the field’s essential role and life-changing work. A Limitless Imagination. This theme speaks to the innovative, design-driven nature of engineering. ­ Free to Explore. This theme evokes the constant journey that is the ­engineer’s quest for new solutions. Shape the Future. This theme speaks to how engineering offers an ­empowering and rewarding career. An Enterprising Spirit. This theme recognizes the inventive spirit and pioneering contribu- tions of the field. Summary Findings: Students • Most students understand that engineers “design and build things” but have a limited sense of what engineers actually do. • Students have a generally positive impression of engineers, but many feel that they are not smart enough to become e­ngineers. 

Executive Summary  • Many students believe engineering work is sedentary, per- formed mostly on computers, and involves little contact with other people. • Most girls believe women can be engineers as well as men. • When asked to name engineers, most students could only name men. • Examples of engineering related to familiar objects and activities stimulated the most interest in learning more about e ­ ngineering. • “Making good money” was named most often as a career goal. However, the idea of “making a difference” also had very strong appeal. Summary Findings: Parents • Most parents thought engineering would provide job security (e.g., good salary and benefits) and a career path for advance- ment and success. • Parents tended to favor the practical messaging themes, reflect- ing their emphasis on job security for their children. Findings from the Quantitative Research To test the results of qualitative research, the committee col- lected quantitative data from an online survey administered to nearly 3,600 individuals. The survey instrument comprised six questions about views of engineering and engineers and four questions about the proposed messages and taglines that had been refined to reflect the results of the focus groups and triads (Box ES-3). The survey was administered in two phases: to an initial sample of teens and adults in December 2006 and an oversample of African American and ­Hispanic teens and adults in spring 2007. All five messages were scored at least “somewhat appealing” by the overwhelming majority of adults and teens. The message with the By contrast, teens in the online survey rated the importance of salary second or third behind “interesting work” and “work that makes a difference, is meaningful.” 

 CHANGING THE CONVERSATION BOX ES-3 Messages Tested in the Online Survey Engineers make a world of difference.* From new farming equipment and safer drinking water to ­electric cars and faster microchips, engineers use their knowledge to i ­mprove people’s lives in meaningful ways. Engineers are creative problem-solvers. They have a vision for how something should work and are dedi- cated to making it better, faster, or more efficient. Engineers help shape the future. They use the latest science, tools, and technology to bring ideas to life. Engineering is essential to our health, happiness, and safety. From the grandest skyscrapers to microscopic medical devices, it is impossible to imagine life without engineering. Engineers connect science to the real world. They collaborate with scientists and other specialists (such as ani- mators, architects, or chemists) to turn bold new ideas into reality. *This message was inspired by a similar theme used to promote National Engineers Week. highest “very appealing” rating among all groups was “Engineers make a world of difference.” This message was also considered the “most believable” and “most relevant.” In general, however, girls were less enthusiastic than boys about all of the messages. “Engineers connect science to the real world” was given the fewest votes for “very appealing” among all groups and was the least “person- ally relevant” for all groups but African American adults. This finding was confirmed when survey participants were asked to choose a single “most appealing” message. 

Executive Summary  The survey also revealed some significant gender differences. For example, boys in the initial sample found “Engineering makes a world of difference” and “Engineers are creative problem solvers” equally appealing. Girls also found “Engineering makes a world of difference” the most appealing. However, the second most appealing message for girls was “Engineering is essential to our health, happiness, and safety.” Girls ages 16 to 17 in the African American sample and all girls in the Hispanic sample found this second message significantly more appeal- ing than did the boys in those groups. Testing of Preliminary Taglines In addition to messages, the online survey tested several prelimi- nary taglines (Box ES-4). Because of time and funding constraints, the taglines had been developed intuitively from the results of the qualita- tive research, without the benefit of creative prototypes (such as ­posters, TV ads, or web pages). In addition, the taglines were only tested in the online surveys. Thus the results may not represent the best measure of their true potential. Nevertheless, several taglines tested well. The tagline “Turning ideas into reality” tested well among all survey respondents. This straightforward tagline, which is consistent with the messages used to promote National Engineers Week, is more descriptive than evocative and conveys a direct message that does not require additional creative context. As a stand-alone tagline, it makes BOX ES-4 Preliminary Taglines • Turning ideas into reality • Because dreams need doing • Designed to work wonders • Life takes engineering • The power to do • Bolder by design • Behind the next big thing 

10 CHANGING THE CONVERSATION the most sense of the seven. It is interesting to note, however, that the phrase “ideas into reality” also appears in the full description of “Engi- neers connect science to the real world,” which was the least appealing of the five tested messages, especially among women. This discrepancy reinforces the need for additional testing of taglines. A tagline that tested especially well among teens in the initial survey was “Because dreams need doing.” Conclusions and Recommendations Happily, our research showed that engineers do not have major image problems. In fact, contrary to the image engineers have of themselves, the public views engineering and engineers in a relatively positive light. Our research showed that fewer than 15 percent associ- ated the words “boring” or “nerdy” with engineering. In fact, most adults and teens respect engineers and consider their work rewarding and important, but perhaps not enough to inspire them to become engineers. We did find that the public has a poor idea of what engineers actu- ally do on a day-to-day basis; and there is a strong sense that engineer- ing is not “for everyone,” and perhaps especially not for girls. Most current messages are framed to emphasize the strong links between engineering and just one of its attributes—the need for mathematics and science skills. In other words, current messages often ignore other vital characteristics of engineering, such as creativity, teamwork, and communication. Based on our research, we can make a strong case that effective messaging will require audience segmentation. The “branding” of engi- neering must be modified to appeal to (1) teens in general, (2) teenage boys, and (3) teenage girls, as well as to (4) adults. RECOMMENDATIONS The committee’s first two recommendations address how the positioning statement and messages should be used. These recom- mendations are immediately actionable by organizations interested in improving public understanding of engineering. The third and fourth 

Executive Summary 11 recommendations, which suggest the need to refine the preliminary taglines and to develop a public relations “tool kit” for the engineer- ing community, can be addressed in the near term and will require dedicated personnel and funding. Efforts to carry out the last recom- mendation, which proposes an ambitious, large-scale communications “campaign,” can begin immediately, but successful implementation will require long-term, sustained effort by many organizations. Using the Positioning Statement Recommendation 1. To present an effective case for the importance of engineering and the value of an engineering education, the engineering community should engage in coordinated, consistent, effective com- munication to “reposition” engineering.  Specifically, the engineering community should adopt and actively promote the positioning state- ment (Box 4-1) in this report, which emphasizes that engineering and engineers can make a difference in the world, rather than describing engineering in terms of required skills and personal benefits. The statement should not appear verbatim in external communications but should be used as a point of reference, or anchor, for all public outreach. One of the most significant findings of this project is the strong association in the mind of the public between competency in math- ematics and science and the ability to become an engineer. “Must be good at math and science” was by far the most frequently selected attribute of engineering in the online survey, suggesting that messages emphasizing this attribute have been understood by all adults and teen- agers. Unfortunately, many of them appear to consider this a negative, a barrier to engineering studies. In keeping with this finding, our test- ing also showed that the weakest of the five tested messages portrayed engineers as “connecting science to the real world.” We conclude, therefore, that continuing to emphasize math and science in marketing or rebranding engineering is unnecessary and may damage rather than increase the appeal of engineering. The same can be said of messages that focus on the practical benefits of 

12 CHANGING THE CONVERSATION being an engineer, rather than the inspirational, optimistic aspects of e ­ ngineering. An example of how the medical profession is promoted may help illustrate the potential value of Recommendation 1. The medical pro- fession does not market itself to young people by pointing out that they will have to study organic chemistry or by emphasizing the long, hard road to becoming a physician. The image of the physician is of a person who cures diseases and relieves human suffering. When promoting engineering, our appeal should tap into the hopes and dreams of prospective students and the public. This approach would also have the virtue of placing math and science, correctly, as just two of a number of skills and dispositions, such as collaboration, communication, and teamwork, necessary to a successful engineer. Adopting Tested Messages Recommendation 2. The four messages that tested well in this p ­ roject—“Engineers make a world of difference,” “Engineers are c ­ reative problem solvers,” “Engineers help shape the future,” and “Engi- neering is essential to our health, happiness, and safety”—should be adopted by the engineering community in ongoing and new public outreach initiatives. The choice of a specific message should be based on the demographics of the target audience(s) and informed by the qualitative and quantitative data collected during this project. Our research should not preclude others from pursuing mes- sage development, but we strongly feel that the rigorous process we used to generate our messages justifies their widespread use. In February 2008, the NAE launched a new website, Engineer Your Life (www.­engineeryourlife.org), which aims to interest academically pre- pared high school girls in careers in engineering. The site used our message “Engineers make a world of difference” on its homepage and adopted other key words vetted in our research, such as creativity and problem-solving. 

Executive Summary 13 Using the Preliminary Taglines Recommendation 3. More rigorous research should go forward to identify and test a small number of taglines for a nationwide e ­ ngineering-awareness campaign. The taglines should be consistent with the positioning statement and messages developed through this project and should take into account differences among target popu- lations. In the interest of encouraging coordination among outreach activities, the results of this research should be made widely available to the engineering community. Given additional resources, it would have been useful in this p ­ roject to develop and test more taglines in context and to test the con- textualized taglines in focus groups. The results reported here should be viewed as preliminary, but the positive responses to several of our preliminary taglines in online testing suggest that they may be able to be used effectively for engineering-outreach projects. Developing a Shared Public-Relations Resource Recommendation 4. To facilitate the deployment of effective messages, an online public relations “tool kit” should be developed for the engi- neering community that includes information about research-based message-development initiatives and examples of how messages have and can be used effectively (e.g., in advertising, press releases, informa- tional brochures, and materials for establishing institutional identity). The online site should also provide a forum for the sharing of informa- tion among organizations. One reason ad hoc efforts to promote public awareness of engi- neering have had limited success, at best, is that they do not convey consistent messages. In addition, because of the discontinuity and lack of coordination among these activities, effective metrics cannot be used to refine messages or improve outreach. The committee believes that, in the short term, consistent use of messages, even by a modest number of organizations, would be a huge step forward in promoting a more positive public perception of engineering. 

14 CHANGING THE CONVERSATION Launching a Campaign Recommendation 5. A representative cross section of the engineering community should convene to consider funding, logistics, and other aspects of a coordinated, multiyear communications campaign to improve the public understanding of engineering. Over the long term, the committee believes a more explicit, coordi- nated approach to public outreach is likely to yield better results than we have obtained so far. Thoughtful targeting of the messages and further refinement of taglines will be necessary, but not sufficient, for success. Messages and taglines must be embedded in a larger strategic framework—a communications campaign. The most effective cam- paigns are driven by a strong brand position communicated in a variety of ways, delivered by a variety of messengers, and supported by dedi- cated resources. Effective campaigns also measure the impact of their activities and, most important, are given enough time to succeed. A campaign of the necessary size and duration to measurably improve the public understanding of engineering will require signifi- cant resources. Our consultants proposed a “conservative” price tag of $12 million to $25 million per year for two or three years. The commit- tee believes that, although this may be enough to initiate a campaign, the long-term costs would be much higher. Three concerns must be addressed for such an undertaking. First, resources on this scale are not likely to be provided by government or foundations. The engineering community, particularly large, influen- tial, technology-focused corporations, must be enlisted to support the campaign. Second, the committee believes that centralized planning will be necessary to ensure effective coordination and communication, which would require agreement by the major participants. National Engineers Week, a cooperative outreach venture in engineering, might be lever- aged for this purpose. However, the creation of a new structure may be necessary to coordinate a campaign. Third, metrics will be essential to determining the effectiveness of messages, strategies, and taglines. Although measuring the outcomes of public outreach efforts is notoriously difficult, a campaign of this 

Executive Summary 15 scope must include a substantial evaluation component to determine what works and to improve upon elements that are not as effective as expected. A FINAL WORD The project described in this summary and expanded upon in the full report has followed a carefully designed process for develop- ing messages for public understanding of engineering. The approach utilized the services of professionals in the fields of communications and market research, and it employed quantitative as well as qualitative research methods. To ensure balance and accuracy, the committee’s report and its findings and recommendations were carefully reviewed by an outside group of experts. The rigor of the study process should reassure the engineering community—and others interested in this important topic—that there is now a tested set of tools available to promote a more positive image of the field. The most significant outcome of this project is the recasting of engineering in the positioning statement. If it is adopted by the engi- neering community, it will not only reshape engineers’ self-image, but will also empower engineers to communicate more confidently with the public. As work continues on enriching, expanding, and disseminating messaging resources, the engineering community can take immediate action. Even if a national campaign is not immediately forthcoming, the creative implementation of the messages and taglines in this report can have an impact. Combined, consistent efforts by multiple organi- zations following the same “playbook” can create positive momentum toward making engineering more appealing and better understood by students, educators, parents, policy makers, and society at large. In this way, we may truly begin to change the conversation. References Cunningham, C., and M. Knight. 2004. Draw an Engineer Test: Development of a Tool to Investigate Studentsí Ideas about Engineers and Engineering. Proceedings of the 2004 American Society for Engineering Education Annual Conference and Exposi- tion. Salt Lake City, Utah, June 20–23. Washington, D.C.: ASEE. 

16 CHANGING THE CONVERSATION Cunningham, C., C. Lachapelle, and A. Lindgren-Streicher. 2005. Assessing Elementary School Students Conceptions of Engineering and Technology. Proceedings of the 2005 American Society for Engineering Education Annual Conference and Exposi- tion. Portland, Ore., June 12–15. Washington, D.C.: ASEE. Harris Interactive. 2004. American Perspectives on Engineers and Engineering. Poll conducted for the American Association of Engineering Societies. Final report, February 13, 2004. Available online at http://www.aaes.org/harris_2004_files/frame. htm. (July 6, 2007) Harris Interactive. 2006. Firefighters, doctors, and nurses top list as “most prestigious occu- pations,” according to latest Harris Poll. The Harris Poll #58, July 26, 2006. Available online at http://harrisinteractive.com/harris_poll/index.asp?PID=685. (July 6, 2007) NAE (National Academy of Engineering). 2002. Raising Public Awareness of Engineering. L. Davis and R. Gibbin, eds. Washington, D.C.: The National Academies Press. NAE and NRC (National Research Council). 2002. Technically Speaking: Why All Ameri- cans Need to Know More About Technology. Washington, D.C.: National Academy Press. 

Can the United States continue to lead the world in innovation? The answer may hinge in part on how well the public understands engineering, a key component of the 'innovation engine'. A related concern is how to encourage young people--particularly girls and under-represented minorities--to consider engineering as a career option.

Changing the Conversation provides actionable strategies and market-tested messages for presenting a richer, more positive image of engineering. This book presents and discusses in detail market research about what the public finds most appealing about engineering--as well as what turns the public off.

Changing the Conversation is a vital tool for improving the public image of engineering and outreach efforts related to engineering. It will be used by engineers in professional and academic settings including informal learning environments (such as museums and science centers), engineering schools, national engineering societies, technology-based corporations that support education and other outreach to schools and communities, and federal and state agencies and labs that do or promote engineering, technology, and science.

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3 Stages to Problem Solving for Administrative and Executive Assistants

• May 5, 2015

Problem-solving is a critical skill that we use on a daily basis, whether it’s dealing with a small issue like a printer jam or tackling a larger problem such as a major business crisis. While there are many methods, people use to solve problems, such as mind-mapping or brainstorming, having a structured process can be especially helpful when facing more complex issues. That’s where the Step Method comes in.

By following a series of steps in a logical order, you can increase your chances of finding the right solution and successfully resolving the problem. In this blog, we’ll outline the Step Method and provide tips and best practices for each stage of the process. Whether you’re a seasoned problem-solver or just starting out, we hope this will be a valuable resource for you.

Stage I: Recognition is being aware and cognizant that a problem exists. This can also be something such as an administrative process you use that no longer works.

• Identify the problem or issue.
• Clearly state the problem or issue.
• Gather as much background information as possible or facts to support the issue at hand.
• List negative effects.
• Assemble relevant information.
• Write five to ten possible solutions.

Tips and Best Practices

• Be open to the possibility that a problem exists. Sometimes we may be so used to a certain way of doing things that we don’t realize there’s a better solution out there.
• Gather as much information as possible about the problem. This includes talking to others who may have experienced the problem, researching online, and reviewing any relevant data or documents.
• Clearly state the problem in a way that is specific and measurable. This will help you and others understand the issue more clearly and come up with solutions that address the root cause of the problem.

Stage 2:  Identify the Solution by coming up with several options.

• List the positive or negative outcomes of each possible solution.
• Select the best one.
• Brainstorm a list of possible solutions. Don’t worry about evaluating the solutions at this stage – just come up with as many ideas as possible.
• Consider the positive and negative outcomes of each solution. This will help you narrow down your options and choose the best one.
• Select the solution that seems to have the most potential for success and that addresses the root cause of the problem.

Stage 3: Implementation

• Consider how you will present this information to those involved: communication style; format (verbal, written); timing.
• Implement your idea.
• Evaluate the outcome.
• Adjust as necessary and try again.
• If necessary, try a different solution.
• Communicate the solution to those who need to know. Use a clear and concise communication style, and consider the best format (verbal, written, etc.) and timing for the message.
• Implement the solution. This may involve taking specific actions, changing processes or systems, or communicating with others.
• Evaluate the outcome. Check to see if the solution has been effective in solving the problem. If it hasn’t, consider adjusting the solution or trying a different one.

Thanks for reading about the Step Method for solving problems. We hope you’ve found this information helpful and that you’ll consider using this structured approach the next time you’re faced with a problem. Remember to follow the steps in order, gather as much information as possible, and consider the positive and negative outcomes of each solution. And don’t forget to share your own experiences and techniques for solving problems in the comments – we’d love to hear from you!

If you found this information useful, we encourage you to share it with your colleagues and friends. You never know who might benefit from this structured approach to problem-solving.

Are you ready to take your career to the next level and become a top-performing assistant? The World Class Assistant Certification and Designation course by Office Dynamics International is the perfect way to do it! This comprehensive program is designed specifically for administrative professionals, and it covers all the skills and knowledge you need to excel in your role. Don’t miss out on this opportunity to invest in yourself and your career – enroll in the World Class Assistant Certification and Designation course today!

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