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The Effective Way to Write an Executive Summary

The Effective Way to Write an Executive Summary

Executive summaries are important when you’re looking for funding for an idea. Yes, you have to have a business plan or investment proposal that does into all the details, too, but an executive summary is meant to hit the highlights so that people reading it will quickly know whether yours is an opportunity they might be interested in.

Here’s how to write an executive summary that will get your idea noticed by the right people.

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Open Strong

You want to catch your reader’s attention. CEOs, investors, and others who might be reading your executive summary are busy. They want to know what’s in it for them right away. So start off with an interesting fact, hook, or problem that your company or product aims to solve.

Don’t start with a long story that’s going to take a few paragraphs to resolve. At best, your summary is probably going to be skimmed, so if the reader can’t get at your point right away they probably won’t read any further. But if you can surprise them or get them interested from the beginning they’re more likely to hang on to the meat of your proposal.

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Watch Your Tone

How you write your executive summary will depend a bit on the product or business you’re trying to launch, as well as who you’re targeting with your proposal. If your proposal is very technical, you’ll want your language to be more serious and technical than if you’re launching a clothing company or a toy line, for example.

You don’t want to slip too far into informality even if your tone is light, but it’s fine to show your passion, confidence and enthusiasm and to really try to sell your idea and yourself and your partners as the people to move the idea forward.

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Lengthy Matters

This is an executive summary, so you don’t want it to be too long. All the numbers and big details can be in your proposal. But you do need to include enough information to allow the reader to determine if he or she even needs to read more. A good rule of thumb is to keep it four pages or fewer, but it will depend on how complex your idea is how much detail you need to go into right off the bat.

In general an executive summary should include the following information:

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  • a description of the company,
  • the problem that your customers have,
  • how your product/offering solves the problem,
  • why now is the time to act, and
  • a brief overview of financials/estimated value of the deal.

What Not to Do

Remember that an executive summary is not an introduction to your plan, it’s a mini version of it that will allow readers to determine if they want more information and details. Don’t waste time and space with warm-ups or superlatives. Instead, you need to be able to have someone read your summary and know what it is you and your business are about.

You need to catch their attention, make them want to read more, and give them an idea of what they’ll see if they read your more detailed plan.

Yes, It’s Hard

You probably have the sense that how to write an executive summary is not an easy thing. It’s hard to write concisely about something you’re passionate about, to include the right details but leave out the things that don’t really belong. If it helps, go ahead and write a long summary to start with, then pare down to the essentials. Include only what a person really needs to know about your business.

Give the summary to someone who doesn’t know anything about your business and see if they can explain what you do from reading it. If not, try again. It’s worth it to take all the time you need to get it right.

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Sarah White

Freelance Writer, Editor, Professional Crafter

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Last Updated on May 16, 2019

The Daily Rituals of 7 Successful CEOs

The Daily Rituals of 7 Successful CEOs

One of my favorite success quotes ever comes from one of the original and most successful ‘CEOs’ of his era: Aristotle. Here’s what he said:

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.”

This advice is just as sound today as it was when Aristotle first expressed it, way back when. I’m reminded of this at least once a week, when I interview an inspiring author, leader, or successful CEO on my show. I ask my guests a series of questions about what has contributed to their success and their ability to build something meaningful.

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You want to know what nearly all of them say? Almost every time, they respond by telling me that their success is the result of simple habits  enacted day after day.

These quotes from seven successful CEOs demonstrate the daily rituals that have contributed to their success:

1. Promote what you love.

“It’s so much better to promote what you love than to bash what you hate.” – Jessica Alba, CEO of The Honest Company

2. Develop a feedback loop.

“I think it’s very important to have a feedback loop, where you’re constantly thinking about what you’ve done and how you could be doing it better. I think that’s the single best piece of advice: constantly think about how you could be doing things better and questioning yourself.” – Elon Musk, CEO of TESLA Motors

3. Create things that are better, not just “different.”

“Our task today is to find singular ways to create the new things that will make the future not just different, but better—to go from 0 to 1. The essential first step is to think for yourself. Only by seeing our world anew, as fresh and strange as it was to the ancients who saw it first, can we both re-create it and preserve it for the future.” – Peter Thiel, CEO of Palantir and best-selling author of Zero To One.

4. Meditate.

“Meditate. Breathe consciously. Listen. Pay attention. Treasure every moment. Make the connection.” – Oprah Winfrey, CEO of OWN Network

5. Read every day.

“Read 500 pages every day. That’s how knowledge works. It builds up like compound interest.”-Warren Buffet, CEO of investment firm Berkshire-Hathaway

6. Block time for email.

“Set aside a 20- to 30-minute chunk of time two or three times a day for email. Do not check continually through the day.” – Doug Camplejohn, CEO of predictive lead marketing company FlipTop.

7. Make your customers happy.

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” – Jeff Bezos, CEO of Amazon.com

Develop the right rituals. Become a successful CEO.

If the majority of these daily habits are new to you, avoid making the crucial mistake of adopting all of these habits at once. Research on habit-formation indicates that lasting habits are formed one at a time.

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For example, let’s say you’re excited about developing the following daily habits:

  • daily reading,
  • daily meditation, and
  • updating your to-do list every night

Let’s say that daily reading is the one that excites you the most out of the three habits noted above. It would be wise of you to begin by choosing and scheduling time to read every day, and then sticking to that time until it becomes a habit. Once it feels effortless and automatic, you’ll know that you’ve turned it into a daily habit. Now you’re ready to install the next habit… and the next… Until before you know it, you’ll start looking in the mirror and seeing the reflection of a successful CEO.

Featured photo credit: Amy Hirschi via unsplash.com

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