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Early in my profession, I used to be intimidated by govt summaries. They sounded so company and formal. However, correct title apart, they’re actually simply the elevator pitch or the TL;DR (too lengthy, didn’t learn) of a doc.
Writing an govt abstract is a vital management talent, whether or not you are an entrepreneur making a business plan or a CEO delivering a quarterly report.
So, let’s sharpen that talent.
What’s an Govt Abstract?
An govt abstract is a short overview of an extended skilled doc, like a marketing strategy, proposal, or report. It is generally firstly of a doc and goals to seize a reader’s consideration whereas summarizing important data equivalent to the issue or alternative being addressed, targets, key findings, targets, and suggestions.
In the end, an govt abstract offers readers a concise overview of an important data in a doc, so they do not need to learn the complete factor.
Consider it just like the SparkNotes of the enterprise world.
Paperwork that incessantly have an govt abstract embody:
- Enterprise plans
- Analysis experiences
- Challenge proposals
- Annual experiences
How does it differ from different enterprise statements? Let’s evaluate.
Govt Abstract vs. Enterprise Plan
All enterprise plans have an govt abstract, however not all govt summaries belong to enterprise plans.
A business plan includes an organization overview, short-term and long-term targets, data in your services or products, gross sales targets, expense budgets, your advertising plan, and even group data
Enterprise plans are very detailed and complete. They are often as brief as a dozen pages or so long as 100 pages. The manager abstract is the primary part of the marketing strategy.
An in-demand CEO or investor may not have the bandwidth to learn your full marketing strategy with out first understanding your organization or targets. That’s the place an govt abstract is useful.
Notice: Need assistance placing collectively your marketing strategy? We’ve got a template for you.
Govt Abstract vs. Mission Assertion
Mission statements and govt summaries are sometimes present in enterprise plans, however they serve completely different functions.
A mission statement defines your group’s goal, values, and imaginative and prescient. It’s your organization’s North Star and communicates your core id and cause for existence. Then again, an govt abstract supplies a high-level overview of the doc.
HubSpot highlights its mission on its “about” web page. Image Source
In the end, your mission assertion directs your marketing strategy, whereas your govt abstract describes your marketing strategy to executives and shareholders.
Govt Abstract vs. Firm Description
Like mission statements and govt summaries, firm descriptions will be present in enterprise plans, your “About Us” page, and even social media profiles.
They supply an outline of your corporation, together with firm historical past, what your organization does, distinctive promoting factors, targets, administration group, and total worth proposition.
Govt Abstract vs. Goal
An goal is a particular purpose or goal your organization units to assist obtain its total purpose.
It’s a concrete, measurable final result guiding your corporation’ actions and choices. Aims are normally set on the strategic stage and align with the corporate’s mission, imaginative and prescient, and total strategic plan.
Firm targets are sometimes included in govt summaries however usually are not their sole focus.
What’s the goal of an govt abstract?
An govt abstract could seem to be a “nice-to-have.” In spite of everything, you could find the identical data simply by studying the remainder of the doc. Nevertheless, these summaries serve many functions.
Advantages of an govt abstract
- It saves your readers time. CEOs and traders typically have restricted time to assessment prolonged paperwork. An govt abstract lets them rapidly grasp the details, key findings, and suggestions with out studying the complete doc.
- It supplies readability. Govt summaries distill advanced data and current it in a way that’s straightforward to grasp.
- It helps with doc navigation. For longer paperwork or experiences, an govt abstract supplies a roadmap for readers. It indicators the primary sections or matters lined, enhancing total doc usability and accessibility.
I’ve cultivated an inventory of the required parts and an instance to get you began. This template is targeted on writing an govt abstract for a marketing strategy, however the pointers are adaptable to different paperwork.
Follow Along With HubSpot’s Executive Summary Template
Tips on how to Write an Govt Abstract
A great govt abstract tells your organization’s story, incorporates key info and knowledge, conveys data with a fascinating tone, is restricted and void of clichés, and follows your larger doc’s construction. These components will guarantee your govt abstract is efficient, informative, and impactful.
1. Learn by way of your full doc.
Writing an govt abstract with out studying the doc is like making an attempt to assessment a novel if you’ve solely learn the blurb on the guide jacket — unreliable.
Earlier than you may successfully summarize one thing, you’ll want to know the complete story, so step one in writing an govt abstract is studying the entire doc.
As you learn, notice important data (like a novel’s most vital plot factors). Your govt abstract ought to seize these particulars.
2. Remind your self who your viewers is.
Who’s the supposed viewers of this doc? Who will learn this govt abstract, and what do they need to know?
Like something in advertising, it is best to hold your target audience in thoughts. This may form the tone and content material of your govt abstract.
For example, take this weblog article. If I have been to summarize it for somebody brief on time, I’d focus my abstract on sharing actionable suggestions.
3. Define the construction.
As we discovered earlier, an govt abstract could make your longer doc simpler to navigate and digest. How does it try this? By following the identical construction.
Let’s take our weblog article for example. In case you summarize this text for a good friend, discussing the sections so as is much simpler to comply with than leaping from one to 5.
After all, you gained’t embody each element, however following this established construction helps arrange the data in your reader.
If somebody reads your longer doc afterward, the construction out of your govt abstract will make it really feel extra like they’re filling within the gaps, fairly than making big revelations.
4. Summarize the targets of the doc.
What was the purpose of the doc you’re summarizing? What’s it making an attempt to speak or suggest? What are you hoping folks will know when they’re performed studying it?
Be sure you state that goal or speculation early and concisely. As soon as once more, that can set the tone for the remainder of your abstract and the doc at massive.
Within the case of this text, I’d summarize the target as serving to you write an distinctive govt abstract.
5. Spotlight important info and knowledge.
Together with your viewers and targets in thoughts, summarize any juicy factors, knowledge, or outcomes wanted to drive house your level. If a truth helps promote your goal, embody it!
We’ll get into particular examples in our subsequent part.
6. Current your decision or conclusion.
Finish your abstract by reiterating your most essential takeaway(s). Relying on the kind of doc, this might imply delivering the outcomes of an experiment, a beneficial plan of motion, gross sales numbers, or traits out of your analysis.
Within the abstract of this text, it could imply reiterating the steps and suggestions I’ve outlined.
Regardless of the doc, remind the reader what was, or must be, performed, why it issues, and why they need to care.
7. Edit and proofread.
Like all writing, don’t simply ship the primary draft of your govt abstract.
As a author, I’d suggest placing what content expert Ann Handley calls “the messy first draft” to the facet and revisiting it after a day or so. Reread for readability, grammar, and pleasure, and think about getting exterior suggestions.
Now that you know the way to write down an govt abstract, let’s dive into what to incorporate.
What to Embody in Your Govt Abstract
An govt abstract ought to present a preview for readers, letting them know what to anticipate from the remainder of your report.
Typically, meaning together with the next parts:
- Overview: Background and context for the doc. Is there a mission behind what you’re doing? Why is the corporate taking over this mission or goal? That is the place you share that story.
- Goal or Goal: That is the purpose of the doc. It tells the reader why this doc even exists.
- Key Info and Information: Embody any knowledge crucial to grasp the doc’s contents or justify the argument. This will likely embody statistics, gross sales numbers, timelines, knowledge sources, goal markets, competitors, or monetary numbers.
- Outcomes/Suggestions: These are the important thing takeaways or actions you suggest. Recap the primary findings or outcomes introduced within the doc.
- Conclusion: Your conclusion ought to be a concise, memorable wrap-up of your details.
The size and nuances of those components will differ relying on the doc you’re summarizing. However you’ll be in fine condition should you use these as a information.
How lengthy ought to an govt abstract be?
There is no such thing as a laborious and quick rule for the precise size of govt summaries, however they sometimes vary from one to 3 pages. Don’t get caught up with an arbitrary phrase or web page depend when gauging if yours is simply too lengthy or brief.
On the finish of the day, your govt abstract ought to have interaction the reader and spotlight essentially the most important factors of your doc whereas avoiding any fluff. If it does that, you’re golden.
5 Ideas for Writing an Govt Abstract
You’ve received the fundamentals, now let’s add some flash.
Right here’s how one can take your govt abstract to the following stage. Let’s assume you’re writing an govt abstract for a marketing strategy.
1. Inform your story.
Info and figures may not be remembered, however emotions are, and few issues seize feelings higher than a narrative.
When traders or CEOs learn your govt abstract, you need them to grasp what your corporation is about and why they need to root for you. One of the simplest ways to do that is by telling your story.
Within the govt abstract of your marketing strategy, embody an outline of what your organization does and why it does it.
Talk about your mission and values and the way they connect with your marketing strategy. Drilling into these emotional components units the tone in your proposition and will get folks extra invested.
It’s also possible to briefly spotlight important particulars about your organization’s administration, like your founder or CEO’s {qualifications} and motivations. It’s also possible to present a high-level abstract of your organization’s enterprise operations or administration finest practices.
Consider this like an elevator pitch. If somebody stopped studying, and also you solely had the manager abstract to share, what story are you inviting them to be part of?
Study extra about how one can use tales in your advertising with “The Ultimate Guide to Storytelling.”
2. Lean into your knowledge.
You grabbed the reader with emotion; now, you promote them with info. Whereas brief, an govt abstract ought to embody loads of knowledge as a result of it’s goal.
Even when somebody shouldn’t be moved by your story, it’s laborious to argue towards info and figures that assist your case. So, when writing an govt abstract, spotlight the doc’s most essential findings and insights.
Whereas the remainder of your marketing strategy fleshes out the main points, your govt abstract offers your reader essentially the most compelling nuggets.
If related, go into your goal market. Present a primary rundown of how you propose to deal with their wants and ache factors and the way you’ll attain them. Moreover, think about together with key monetary data together with the general funds, the worth per product/service, and your monetary projections.
What knowledge is “essential” could differ relying on the kind of doc you’re summarizing. However the backside line is: if it makes your case or drives house your level, embody it.
3. Pay attention to your tone.
Although the tone of your executive summary should be professional and persuasive, it should also be true to your brand and target audience and elicit some excitement about the opportunity you’re presenting.
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, using facts and evidence.
- Don’t voice personal opinions or use subjective statements.
- Strive for clarity and simplicity in your language, and ensure that your message is easily understood.
- Avoid unnecessary complexity.
- 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.
HubSpot Director of Content Karla Hesterberg summarized it finest:
“Do not attempt to get fancy. A great govt abstract reduces the whole lot to easy, easy components. A great train right here is to strive explaining one thing out loud like speaking to a colleague — folks have a tendency to make use of easier language when explaining one thing in particular person.”
You’ll be able to successfully ship your message and compel the reader to take motion or make knowledgeable choices by placing the fitting steadiness between professionalism, readability, and engagement.
4. Keep away from cliché language.
As with all writing, it is best to avoid clichés.
Clichés may help folks perceive concepts, however in addition they include connotations and will be straightforward to skim previous, which you need to keep away from in your govt abstract.
Moreover, clichés are inclined to overpromise and underdeliver. For instance, together with one thing like “The Finest Restaurant in City” in your govt abstract isn‘t true as a result of your corporation is untested.
To keep away from written clichés, familiarize your self with frequent examples and be conscious of them as you write. Some clichés embody:
- “Considering exterior the field”
- “Modern options”
- “Slicing-edge know-how”
As an alternative of counting on these overused phrases, be descriptive and embrace the individuality of your model in your govt abstract.
For example, there’s no have to vaguely consult with your product as a “game-changer,” when you could possibly clarify the way it advantages your target market as a substitute. Present, don’t inform.
By staying true to your voice and delivering an trustworthy message, you may hold your writing recent and your viewers engaged.
5. Write it final.
An govt abstract could primarily be the introduction to a doc, however it’s also a recap.
So, think about writing it final.
Focus in your longer plan to totally perceive your corporation targets, methods, market evaluation, monetary projections, and different foundational information. Then, come again to your govt abstract.
Solely when you understand one thing completely are you able to do it justice in a recap.
I typically comply with this recommendation, even when writing weblog articles like this one. I’ll write the meat of the article first, then return to the introduction on the finish.
In the end, writing your govt abstract final, like my intros, ensures that it exactly represents the content material and findings of your plan, fairly than assumptions.
In case you don’t have a marketing strategy but, don’t fear; we have now a comprehensive business plan template that will help you create one rapidly and successfully.
Download Your Free Template Here
Govt Abstract Template
Download Your Free Executive Summary Template Here
On this free govt abstract template, you’ll be capable to define a number of items of data, together with:
- Introduction: Clarify what your govt abstract incorporates.
- Firm & Alternative: Clarify who you’re and your largest alternatives for progress.
- Trade & Market Evaluation: Clarify the state of your trade and your goal market.
- Administration & Operations: Clarify who your key leaders are and their roles.
- Implementation & Advertising and marketing: Clarify how you propose to deploy your product to {the marketplace}.
- Monetary Plan: Clarify your organization’s funds. Change the verbiage relying on whether or not you’re writing to traders or a common viewers.
- Conclusion: Summarize what you’ve lined.
Prepared? Download your free executive summary template.
Let’s assessment a number of examples.
Govt Abstract Examples
1. AllBirds: 2022 Flight Standing (Sustainability Report)
In AllBirds’ 2022 Sustainability Report, the shoe firm does an awesome job holding its govt abstract to 1 web page.
It additionally makes use of snappy copy (love the relatable “Cliff Notes” headline) and compelling statistics to spotlight their accomplishments.
2. HubSpot: 2024 DI&B (Variety Report)
Even earlier than becoming a member of the group, I all the time saved a watch out for HubSpot’s annual diversity report.
Just like AllBirds’ sustainability report, this doc is a part of an admirable effort to be clear concerning the firm’s progress in direction of certainly one of its largest targets: constructing a sustainable, equitable, and high-performing firm.
On this six-page 2024 govt abstract, we share why range, fairness, and belonging (DI&B) are essential to us, reiterate why we create this report, and spotlight traits from the final yr.
We share key statistics and wins, but additionally get candid about the place we nonetheless want to enhance and the steps we are going to take to make it occur.
I additionally love how we outline key phrases to assist readers perceive the remainder of the report. This is a wonderful instance of setting the tone for the remainder of your doc in an govt abstract and making it simpler to navigate.
3. ClickUp: Product Replace Launch Notes
Now, I do know this text is about writing an govt abstract, however I really like ClickUp’s distinctive strategy with its product launch notes movies.
In this 3.18 update, they ship their govt abstract in a video underneath two minutes lengthy. A member of their group speaks on to the viewer, explaining what product updates have been made whereas additionally displaying the modifications straight within the device.
It’s snappy and interesting and provides you a style of what you’ll discover detailed within the longer notes.
4. McKinsey: A Microscope on Small Companies: Recognizing Alternatives to Enhance Productiveness (Analysis Report)
This digital report from research firm McKinsey Global Institute options an govt abstract titled “At a Look.”
Right here, the group recaps the important thing findings from its 56-page analysis report in six easy-to-skim bullet factors.
It’s compelling, straightforward to digest, and makes it straightforward to leap into the total report with obtain hyperlinks.
5. UN: World Financial Scenario and Prospects 2024
Lastly, we have now a reasonably conventional strategy to an govt abstract from the United Nations (UN), clocking in at 16 pages.
Now, I do know. Sixteen pages appears prolonged, however the full report is simply shy of 200 pages.
The manager abstract highlights the report’s largest conclusions with headers. Then, it expands on these headers with related statistics. It additionally makes use of daring font to attract consideration to the nations or areas affected (one thing the reader will possible be most interested by).
The tone and visible design are each formal, which matches the esteem of the United Nations. Total, this govt abstract does an admirable job of creating the report’s data extra approachable.
Make your govt abstract memorable.
Make sure that your govt abstract is robust. Inform your story. Embody compelling knowledge and info. Use easy-to-understand and digest language. In case you can, get visible.
An govt abstract ought to be concise, but additionally memorable. In spite of everything, this can be the one a part of your proposal, report, or evaluation that truly will get learn.
Use the steering above to make sure your govt abstract resonates together with your viewers and opens the door to the alternatives you crave.
Editor’s notice: This submit was initially revealed in December 2018 and has been up to date for comprehensiveness.
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