How To Write A High-Impact Executive Summary
By Derek Jansen | January 2018
In this post, I’ll deconstruct the often-misunderstood executive summary and show you how to develop a high-impact executive summary for your assignment, research report or even your dissertation or thesis.
So, what is an executive summary?
An executive summary (sometimes called an abstract) is quite simply a summary of summaries. In other words, an executive summary provides a concise summary of each of your assignment or report chapters/sections. More specifically, it should communicate the key points/insights/findings/suggestions from the following chapters:
- Implementation (if applicable)
- Reflection (if applicable)
I’ll discuss which key points from each section need to be addressed a bit later. On a separate note – if you’re writing an executive summary for a dissertation or thesis, all of the concepts described in this post will still apply to you, however, you’ll include an additional paragraph about your methodology, and you’ll likely spend more word count discussing your analysis findings.
The 4 Important Attributes Of An Exec Summary
Before I discuss what goes into the executive summary, let’s quickly look at 4 attributes that make for a strong executive summary:
#1 – It should be able to stand alone.
The executive summary should be able to stand independently as an informative document. In other words, the reader should be able to grasp your broad argument without having to read the full document. Further reading should be purely for attaining more detail. Simply put, the executive summary should be a “Mini-Me” of the assignment.
This independence means that anything you write in the executive summary will need to be re-stated in the body of your assignment. A common mistake that students make is to introduce key points in the executive summary and then not discuss them again in the document – accordingly, the marker must view the main document as missing these key points. Simply put – make sure you discuss key points in both the executive summary and the main body. It will feel repetitive at times – this is normal.
#2 – It should be written for the intelligent layman.
When crafting your executive summary, its useful to keep the intelligent layman front of mind. What I mean by this is that you should write your summary assuming that your reader (i.e. the marker) will be intelligent but won’t be familiar with your topic and/or industry. This means that you should explain any technical concepts, avoid jargon and explain acronyms before using them.
More broadly, you should aim to make your executive summary as easy to read and digest as possible. The easier you make it for the marker to understand your arguments, the easier it is for them to award you marks for good arguments. To improve the readability of your writing, use simple but professional language, keep your sentences short and to the point, and round numbers off as much as possible (for example, $6.5 million vs $6,543,632). Try the Hemingway App for real-time feedback and recommendations on your writing.
#3 – It should be concise.
Typically, your executive summary should be a one-pager (one and a half pages at worst). To summarise a 3000 – 5000-word document into one page is no easy task, so you’ll need to:
- Present only the most important information (key insights, recommendations, etc).
- Write concisely – i.e. with brevity and completeness.
To the first point, I’ll explain what the “most important” information is for each chapter shortly. To the second point (writing concisely), there are various ways to do this, including:
- Using simple, straightforward language.
- Using the active voice.
- Removing bloaty adverbs and adjectives.
- Reducing prepositional phrases.
- Avoiding noun strings.
Does this sound like gibberish to you? Don’t worry! The Writing Center at the University of Wisconson-Madison provides a practical guide to writing more concisely, which you can download here.
On a related note, you typically would not include headings, citations or bulleted/numbered lists in your executive summary. These visual components tend to use a lot of space, which comes at a premium, as you know.
#4 – It should be written last.
Given that your executive summary is a summary of summaries, it needs to be written last, only once you’ve identified all your key insights, recommendations and so on. This probably sounds obvious, but many students start writing the summary first (potentially because of its position in the document) and then end up re-writing it multiple times, or they don’t rewrite it and consequently end up with an executive summary which is misaligned with the main document.
Simply put, you should leave this section until everything else is completed. Once your core body content is completed, you should read through the entire document again and create a bullet-point list of all the key points. From this list, you should then craft your executive summary. The approach will also help you identify gaps, contradictions and misalignments in your main document.
So, what goes into an executive summary?
Right, let’s get into the meat of it and consider what exactly should go into your executive summary. As I’ve mentioned, you need to present only the absolutely key point points from each of your chapters, but what does this mean exactly?
Each chapter will typically take the form of 1 paragraph (with no headings) in your executive summary. So, 5 chapters means 5 paragraphs. Naturally, some will be longer than others (let this be informed by the mark allocation), but assuming one page contains 500 words, you’re aiming for roughly 100 words per paragraph (assuming a 5-paragraph structure). See why conciseness is key!
Now, let’s look at what the key points are for each chapter in the case of a typical MBA assignment or report. In the case of a dissertation or thesis, the paragraph structure would still mimic the chapter structure – you’d just have more chapters, and therefore, more paragraphs.
Paragraph 1: Introduction
This paragraph should cover the following points:
- A very brief explanation of the business (what does it do, for whom and where?).
- Clear identification and explanation of the problem or opportunity that will be the focus of the assignment/report.
- A clear statement of the purpose of the assignment (i.e. what research questions will you seek to answer?).
- Brief mention of what data sources were utilised (i.e. secondary research) and any fieldwork undertaken (i.e. primary research).
In other words, your first paragraph should introduce the business, the problem/opportunity to be addressed, why it’s important, and how you approached your analysis. This paragraph should make it clear to the reader what the assignment is all about at a broad level. Here’s a practical example:
This assignment focuses on ABC Ltd, a XXX business based in XXX, which provides XXX to XXX customers. To date, the firm has relied almost exclusively on XXX marketing channel. Consequently, ABC Ltd has little understanding of consumer segments, wants, and needs. This marketing channel is now under regulatory threat due to XXX. The core challenge, therefore, is that whilst ABC Ltd seeks to grow its market share, it has little understanding of its market characteristics or competitive set, and its sole marketing channel under regulatory threat. Accordingly, the objective of this assignment is XXX. The assignment draws on survey, interview, and industry data.
Paragraph 2: Analysis and findings
In this paragraph, you should discuss the following:
- What exactly did you analyse? For example, you might have analysed the macro context (i.e. PESTLE analysis), followed by the meso (i.e. competitor or industry analysis) and then the micro (i.e. internal organisational analysis).
- What were your key findings in relation to the purpose of the assignment? For example, you may have identified 4 potential causes of a problem and would then state them.
In other words, your second paragraph should concisely explain what you analysed and what your main findings were. An example of this:
Segmentation analysis, consisting of macro, industry and firm-level analyses, revealed a strong segmentation variable in the form of XXX, with distinct needs in each segment. Macro analysis revealed XXX, while industry and firm-level analyses suggested XXX. Subsequently, three potential target segments were established, namely XXX, XXX and XXX. These were then evaluated using the Directional Policy Matrix, and the results indicated XXX.
From a presentation perspective, you might structure this section as:
- Analysis 1, findings from analysis 1.
- Analysis 2, findings from analysis 2.
- Analysis 3, findings from analysis 3.
Importantly, you should only discuss the findings that are directly linked to the research questions (i.e. the purpose of the assignment) – don’t digress into interesting but less relevant findings. Given that the analysis chapter typically counts for a large proportion of marks, you could viably write 2-3 paragraphs for this. Be guided by the mark allocation.
Lastly, you should ensure that the findings you present here align well with the recommendations you’ll make in the next paragraph. Think about what your recommendations are, and, if necessary, reverse engineer this paragraph to create a strong link and logical flow from analysis to recommendations.
Paragraph 3: Recommendations
With the key findings from your analysis presented in the preceding paragraph, you should now discuss the following:
- What are your key recommendations?
- How do these solve the problems you found in your analysis?
- Were there any further conclusions?
Simply put, this paragraph (or two) should present the main recommendations and justify their use (i.e. explain how they resolve the key issue). As mentioned before, it’s critically important that your recommendations tightly align with (and resolve) the key issues that you identified in the analysis. An example:
Based on the Directional Policy Matrix analysis, it is recommended that the firm target XXX segment, because of XXX. On this basis, a positioning of XXX is proposed, as this aligns with the segment’s key needs. Furthermore, a provisional high-level marketing mix is proposed. The key aspects of the marketing mix include XXX, XXX and XXX, as these align with the firm’s positioning of XXX. By adopting these recommendations, the key issue of XXX will be resolved.
Also, note that (typically) the tone changes from past to present tense when you get to the recommendations section.
Paragraph 4: Implementation
If your assignment brief requires an implementation/project plan-type section, this paragraph will typically include the following points:
- What are the key elements of the implementation plan? For example:
- Time requirements (how long will it take?)
- People requirements (what skills are needed and where do you find them?)
- Money requirements (what budget is required?)
- How will the project or change be managed? (i.e. project management plan)
- What risks exist and how will these be managed?
Depending on what level of detail is required by your assignment brief, you may need to present more, less or other details in this section. As always, be guided by the assignment brief.
A practical example:
A high-level implementation plan is proposed, including a stakeholder analysis, project plan and business case. Resource requirements are presented, detailing XXX, XXX and XXX requirements. A risk analysis is presented, revealing key risks including XXX, XXX and XXX. Risk management solutions are proposed, including XXX and XXX.
Paragraph 5: Reflection
As with the implementation chapter, the need for a reflection chapter/section will vary between assignments and universities. If your assignment has this requirement, it’s typically good to cover the following points:
- What were your key learnings? What were your ah-ha moments?
- What has changed in the real world as a consequence of these learnings? I.e. how has your actual behaviour and approach to “X” changed, if any?
- What are the benefits and/or disadvantages of this change, if any?
This section is very personal, and so each person’s reflections will be different. Don’t take the above points as gospel.
Time to test it out.
Once you’ve written up your executive summary and feel confident that it’s in good shape, it’s time to test it out on an unsuspecting intelligent layman. This is a critically important step, since you, as the writer, are simply too close to the work to judge whether it all makes sense to a first-time reader. In fact, you are the least suitable person on the planet!
So, find someone who is not familiar with your assignment topic (and ideally, not familiar with your industry), and ask them to have a read through your executive summary. Friends and family will usually tell you its great, regardless of the quality, so you need to test them on their understanding. Do this by asking them to give the details back to you in their own words. Poke and prod – can they tell you what the key issues and recommendations were (in their own words!). You’ll quickly spot the gaps this way, and be able to flesh out any weak areas.
In this post, I’ve discussed how to write the all too often undercooked executive summary. I’ve discussed some important attributes of a strong executive summary, as well as the contents that typically go into it. To recap on the key points:
The key attributes of a high-impact executive summary:
- It should be able to stand alone.
- It should be written for the intelligent layman.
- It should be concise.
- It should be written last.
The key contents of a high-impact executive summary:
Each paragraph should cover a chapter from the document. For example, In the case of a typical assignment, it would be something like:
- Summary of the introduction chapter.
- Summary of the analysis chapter.
- Summary of the recommendations and/or conclusions chapter.
- Depending – summary of the implementation and reflection.
Lastly, don’t forget to test out your executive summary on an unsuspecting layman or two. This is probably the most important step of them all!
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