The Most Common Pitfalls in Executive Summaries
Frequently made pitfalls characterize poorly written executive summaries and can deter your target audience. Read what you should avoid.
What Is an Executive Summary?
Fact or Conviction
Relevance Over Repetition
Consistency Is Crucial
Draw a Clear Conclusion
Common Mistakes to Avoid When Writing an Executive Summary
Which Should Not Be Included in an Executive Summary?
Is an Executive Summary the Same as an Objective Summary?
Does an Executive Summary Include Risk Mitigation?
Should an Executive Summary Have References?
How Long Should an Executive Summary Be?
Executive Summary Example
Bad Executive Summary Example
What Is an Executive Summary?
An executive summary is a concise overview of a business document, research report, project proposal, or any detailed content. It captures the main points, goals, and recommendations, allowing readers to grasp the essence of your material quickly. A well-written executive summary helps decision-makers understand what they stand to gain and what steps or actions you propose.
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Fact or Conviction
Support your motives and the goal of the executive summary with facts. Summarize a sales offer or a pitch by convincing readers with data and information, not with empty buzzwords or clichés.
When you rely on generalizations or opinions that you have not backed up with market research, project examples, independent data, or testimonials, you risk misleading the reader. Avoid pushing your audience toward a conclusion they do not want. Focus on factual content that supports your main objectives.
Relevance over Repetition
An executive summary should reflect the essential purpose of the overall content. Include only the most relevant details – those that explain the core purpose of the entire document. Save the in-depth background for the full text.
If you try to squeeze too much information and context into the summary, you risk overshadowing the main point. Excess detail can distract and cause the reader to lose focus, especially if your audience is online. Aim for clarity and brevity.
Consistency Is Crucial
Your executive summary highlights the most important points of your document. Do not include information you have not covered in the main content.
Use consistent headings in both the summary and the main text. For example, if you call something “project milestones” in the summary, avoid using “project goals” in the detailed document to describe the same items.
Also, use a tone and language that match the rest of the material. If you address a non-technical audience, do not switch to highly specialized language in the full text. Finally, if you mention an issue or solution in the summary, explain it further in the main document.
Draw a Clear Conclusion
Write an executive summary that leads to a result and supports the purpose behind creating the entire text. Think about what your reader needs:
- Do they clearly understand the solutions you propose?
- Can they see the problems you solve?
- If they only read the summary, can they respond to your recommendations or anticipate a desired outcome based on the information provided?
By answering these questions, you ensure your executive summary has a clear, actionable conclusion.
Common Mistakes to Avoid When Writing an Executive Summary
Below is a quick-reference table of common pitfalls and how to avoid them:
| Pitfall | How to Avoid |
|---|---|
| Using vague or buzzword-heavy language | Use concrete data, statistics, and examples to support your statements. |
| Overloading with unnecessary background details | Keep it concise and focus on core objectives. |
| Contradicting information within the main text | Ensure consistency in terminology, tone, and facts. |
| Lack of a clear call-to-action or conclusion | State your goals and key recommendations plainly. |
| Introducing new concepts not in the main document | Keep all introduced items covered thoroughly later in the document. |
Use these guidelines to keep your executive summary on track and maintain reader interest.
Which Should Not Be Included in an Executive Summary?
An executive summary should not include:
- Excessive background: The bulk of research or background belongs in the main report.
- References to external sources that you do not clarify or cite in the full text.
- Irrelevant data or long personal opinions that distract from your central message.
Avoid these elements to make your summary punchy, informative, and direct.
Is an Executive Summary the Same as an Objective Summary?
No. An executive summary typically provides a brief but comprehensive overview of a larger document. It highlights solutions, data, and recommendations aimed at decision-makers.
An objective summary, on the other hand, focuses on a balanced recounting of the main ideas, often without presenting persuasive or solution-oriented content. It avoids personal opinions and strictly summarizes the source material.
Does an Executive Summary Include Risk Mitigation?
It can. Many detailed proposals or project plans mention potential risks and how to handle them. In an executive summary, you can briefly highlight major risks and the proposed mitigation strategies. Only do so if they are crucial to your overall recommendation. Keep this section concise, and leave the details for the main document.
Should an Executive Summary Have References?
You do not typically include lengthy citations in an executive summary. However, you can incorporate a short reference to a key statistic or source if it is vital for decision-making. Provide the full citation in the main document. The summary’s goal is to stay concise, so include only the most critical points here.
“A concise, well-crafted summary delivers just enough detail to inform and persuade without overwhelming.”
How Long Should an Executive Summary Be?
The length varies, but it should generally be no more than 5-10% of the entire document. For short proposals, one page often suffices. For larger reports, the summary might span a few pages, but always focus on clarity and brevity.
Executive Summary Example
Below is a simple, fictitious outline of an executive summary for a project proposal:
- Introduction: State the purpose of the project (e.g., implementing a new software tool).
- Key Findings: Mention core data points or insights (e.g., cost savings, time efficiencies).
- Recommendations: Propose clear actions (e.g., choosing vendor X for software implementation).
- Expected Outcomes: Highlight benefits or results (e.g., 20% reduction in operational costs).
- Conclusion: Summarize next steps and how the proposal aligns with organizational goals.
This structure helps readers quickly grasp your intentions and key points.
Bad Executive Summary Example
A poor executive summary might:
- Use too many technical terms without explaining them.
- Include irrelevant personal anecdotes.
- Contradict the main report or exclude vital data that the full text discusses in detail.
- Lack a clear recommendation or next step.
For instance, if you begin with clichés like “This groundbreaking strategy will revolutionize our entire business model…” yet provide no data, you risk losing the reader’s confidence. Instead, present concise statements supported by facts.
