Final Exam - Executive Summary

Question 1

whats an executive summary

Answer 1

• Brief document that recommends a decision and persuasively lays out the business case
• NOT a document that simply provides information, summarizes a longer document, or summarizes an
  entire presentation
• One of the most crucial of all business documents

Question 2

why is it important

Answer 2

Determines whether reader will read a longer report/proposal or agree to a meeting/presentation

Question 3

common errors

Answer 3

o Not putting enough effort into preparing it
o Squeezing in too much detail and not highlighting decision elements
o Including too much information about writer
o Not writing from audience’s perspective
o FILLING IT WITH EMPTY JARGON INSTEAD OF USING SIMPLE LANGUAGE

Question 4

why is business storytelling effective

Answer 4

• engages people emotionally and helps remember your message
• can make complex easy
• can make more persuasive
• stories connect logic to values

Question 5

how should business storytelling be developed

Answer 5

• main points
• refine points in 3-4 main points
• develop concept per slide
• talk through story
• split up slides