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 Government Abstract?
An govt abstract is a quick 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 crucial data similar to the issue or alternative being addressed, targets, key findings, objectives, and suggestions.
In the end, an govt abstract offers readers a concise overview of crucial data in a doc, so they do not need to learn your entire factor.
Consider it just like the SparkNotes of the enterprise world.
Paperwork that incessantly have an govt abstract embrace:
- Enterprise plans
- Analysis experiences
- Mission proposals
- Annual experiences
How does it differ from different enterprise statements? Let’s evaluate.
Government 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 objectives, data in your services or products, gross sales targets, expense budgets, your advertising and marketing plan, and even workforce data
Enterprise plans are very detailed and complete. They are often as quick 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 won’t have the bandwidth to learn your full marketing strategy with out first understanding your organization or objectives. That’s the place an govt abstract turns out to be useful.
Word: Need assistance placing collectively your marketing strategy? We’ve got a template for you.
Government Abstract vs. Mission Assertion
Mission statements and govt summaries are usually present in enterprise plans, however they serve completely different functions.
A mission statement defines your group’s objective, 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 offers 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.
Government Abstract vs. Firm Description
Like mission statements and govt summaries, firm descriptions could 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, objectives, administration workforce, and total worth proposition.
Government Abstract vs. Goal
An goal is a selected aim or goal your organization units to assist obtain its total aim.
It’s a concrete, measurable consequence guiding your corporation’ actions and selections. Goals are normally set on the strategic degree and align with the corporate’s mission, imaginative and prescient, and total strategic plan.
Firm targets are sometimes included in govt summaries however are usually not their sole focus.
What’s the objective of an govt abstract?
An govt abstract might appear to be a “nice-to-have.” In any case, yow will discover 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 evaluation prolonged paperwork. An govt abstract lets them shortly grasp the details, key findings, and suggestions with out studying your entire doc.
- It offers readability. Government summaries distill complicated data and current it in a way that’s simple to know.
- It helps with doc navigation. For longer paperwork or experiences, an govt abstract offers a roadmap for readers. It alerts the primary sections or subjects lined, bettering total doc usability and accessibility.
I’ve cultivated an inventory of the required elements 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
How one can Write an Government Abstract
An excellent govt abstract tells your organization’s story, accommodates key details and information, conveys data with a fascinating tone, is restricted and void of clichés, and follows your higher doc’s construction. These parts will guarantee your govt abstract is efficient, informative, and impactful.
1. Learn by your full doc.
Writing an govt abstract with out studying the doc is like attempting to evaluation a novel whenever you’ve solely learn the blurb on the ebook jacket — unreliable.
Earlier than you’ll be able to successfully summarize one thing, you have to know your entire story, so step one in writing an govt abstract is studying the entire doc.
As you learn, be aware 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 wish to know?
Like something in advertising and marketing, you must preserve your target audience in thoughts. It will form the tone and content material of your govt abstract.
As an example, take this weblog article. If I have been to summarize it for somebody quick on time, I’d focus my abstract on sharing actionable ideas.
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. For those who summarize this text for a buddy, discussing the sections so as is much simpler to observe than leaping from one to 5.
After all, you gained’t embrace each element, however following this established construction helps arrange the data to 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, moderately than making big revelations.
4. Summarize the targets of the doc.
What was the aim of the doc you’re summarizing? What’s it attempting to speak or advocate? What are you hoping individuals will know when they’re achieved studying it?
Be sure to state that goal or speculation early and concisely. As soon as once more, that may 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 crucial details and data.
Along with your viewers and targets in thoughts, summarize any juicy factors, information, or outcomes wanted to drive residence your level. If a reality helps promote your goal, embrace 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 advisable plan of motion, gross sales numbers, or tendencies out of your analysis.
Within the abstract of this text, it will imply reiterating the steps and ideas I’ve outlined.
Regardless of the doc, remind the reader what was, or must be, achieved, why it issues, and why they need to care.
7. Edit and proofread.
Like several writing, don’t simply ship the primary draft of your govt abstract.
As a author, I’d advocate 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 contemplate getting exterior suggestions.
Now that you know the way to write down an govt abstract, let’s dive into what to incorporate.
What to Embrace in Your Government Abstract
An govt abstract ought to present a preview for readers, letting them know what to anticipate from the remainder of your report.
Typically, which means together with the next elements:
- Overview: Background and context for the doc. Is there a mission behind what you’re doing? Why is the corporate taking up this challenge or goal? That is the place you share that story.
- Goal or Function: That is the aim of the doc. It tells the reader why this doc even exists.
- Key Information and Information: Embrace any information essential to know the doc’s contents or justify the argument. This will embrace statistics, gross sales numbers, timelines, information sources, goal markets, competitors, or monetary numbers.
- Outcomes/Suggestions: These are the important thing takeaways or actions you advocate. 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 parts will differ relying on the doc you’re summarizing. However you’ll be in fine condition in the event you use these as a information.
How lengthy ought to an govt abstract be?
There isn’t a laborious and quick rule for the precise size of govt summaries, however they usually vary from one to a few pages. Don’t get caught up with an arbitrary phrase or web page rely when gauging if yours is simply too lengthy or quick.
On the finish of the day, your govt abstract ought to have interaction the reader and spotlight essentially the most crucial factors of your doc whereas avoiding any fluff. If it does that, you’re golden.
5 Suggestions for Writing an Government Abstract
You’ve received the fundamentals, now let’s add some flash.
Right here’s easy methods to take your govt abstract to the subsequent degree. Let’s assume you’re writing an govt abstract for a marketing strategy.
1. Inform your story.
Information and figures won’t 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 know 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, embrace an outline of what your organization does and why it does it.
Focus on your mission and values and the way they hook up with your marketing strategy. Drilling into these emotional parts units the tone to your proposition and will get individuals extra invested.
You can even briefly spotlight important particulars about your organization’s administration, like your founder or CEO’s {qualifications} and motivations. You can even 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 chief abstract to share, what story are you inviting them to be part of?
Be taught extra about easy methods to use tales in your advertising and marketing with “The Ultimate Guide to Storytelling.”
2. Lean into your information.
You grabbed the reader with emotion; now, you promote them with details. Whereas quick, an govt abstract ought to embrace loads of information as a result of it’s goal.
Even when somebody just isn’t moved by your story, it’s laborious to argue towards details and figures that help 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 small print, 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 handle their wants and ache factors and the way you’ll attain them. Moreover, contemplate together with key monetary data together with the general price range, the worth per product/service, and your monetary projections.
What information is “essential” might differ relying on the kind of doc you’re summarizing. However the backside line is: if it makes your case or drives residence your level, embrace 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. An excellent govt abstract reduces every little thing to easy, simple components. An excellent train right here is to strive explaining one thing out loud like speaking to a colleague — individuals have a tendency to make use of less complicated 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 selections by hanging the suitable stability between professionalism, readability, and engagement.
4. Keep away from cliché language.
As with all writing, it is best to keep away from clichés.
Clichés will help individuals perceive concepts, however additionally they include connotations and could be simple to skim previous, which you wish 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 embrace:
- “Pondering outdoors the field”
- “Progressive options”
- “Slicing-edge know-how”
As a substitute of counting on these overused phrases, be descriptive and embrace the individuality of your model in your govt abstract.
As an example, there’s no have to vaguely consult with your product as a “game-changer,” when you possibly can clarify the way it advantages your audience as a substitute. Present, don’t inform.
By staying true to your voice and delivering an trustworthy message, you’ll be able to preserve your writing contemporary and your viewers engaged.
5. Write it final.
An govt abstract might basically be the introduction to a doc, however it’s also a recap.
So, contemplate writing it final.
Focus in your longer plan to completely perceive your corporation objectives, methods, market evaluation, monetary projections, and different foundational information. Then, come again to your govt abstract.
Solely when you realize one thing totally are you able to do it justice in a recap.
I typically observe 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, moderately than assumptions.
For those who don’t have a marketing strategy but, don’t fear; we’ve a comprehensive business plan template that can assist you create one shortly and successfully.
Download Your Free Template Here
Government Abstract Template
Download Your Free Executive Summary Template Here
On this free govt abstract template, you’ll have the ability to define a number of items of knowledge, together with:
- Introduction: Clarify what your govt abstract accommodates.
- Firm & Alternative: Clarify who you might be and your greatest alternatives for progress.
- Business & Market Evaluation: Clarify the state of your business and your goal market.
- Administration & Operations: Clarify who your key leaders are and their roles.
- Implementation & Advertising: 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 normal viewers.
- Conclusion: Summarize what you’ve lined.
Prepared? Download your free executive summary template.
Let’s evaluation a couple of examples.
Government Abstract Examples
1. AllBirds: 2022 Flight Standing (Sustainability Report)
In AllBirds’ 2022 Sustainability Report, the shoe firm does a fantastic job conserving its govt abstract to at least one web page.
It additionally makes use of snappy copy (love the relatable “Cliff Notes” headline) and compelling statistics to focus on their accomplishments.
2. HubSpot: 2024 DI&B (Range Report)
Even earlier than becoming a member of the workforce, I all the time saved an eye fixed 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 one among its greatest targets: constructing a sustainable, equitable, and high-performing firm.
On this six-page 2024 govt abstract, we share why variety, fairness, and belonging (DI&B) are essential to us, reiterate why we create this report, and spotlight tendencies from the final 12 months.
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 like ClickUp’s distinctive strategy with its product launch notes movies.
In this 3.18 update, they ship their govt abstract in a video beneath two minutes lengthy. A member of their workforce speaks on to the viewer, explaining what product updates have been made whereas additionally exhibiting the modifications instantly within the instrument.
It’s snappy and fascinating and offers you a style of what you’ll discover detailed within the longer notes.
4. McKinsey: A Microscope on Small Companies: Recognizing Alternatives to Increase 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, simple to digest, and makes it simple to leap into the complete report with obtain hyperlinks.
5. UN: World Financial State of affairs and Prospects 2024
Image Source
Lastly, we’ve 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 international locations or areas affected (one thing the reader will probably be most excited about).
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 constructing the report’s data extra approachable.
Make your govt abstract memorable.
Ensure your govt abstract is robust. Inform your story. Embrace compelling information and details. Use easy-to-understand and digest language. For those who can, get visible.
An govt abstract ought to be concise, but additionally memorable. In any case, this can be the one a part of your proposal, report, or evaluation that truly will get learn.
Use the steerage above to make sure your govt abstract resonates along with your viewers and opens the door to the alternatives you crave.
Editor’s be aware: This put up was initially printed in December 2018 and has been up to date for comprehensiveness.
