Executives and stakeholders are constantly tasked with making informed decisions based on data. But while the data is crucial, presenting it effectively is just as important. Crafting an executive summary that is both insightful and actionable requires a strategic approach—one that combines both science and art. Here are key tips to help you create best-in-class executive summaries that not only capture attention but also drive results.
- Use the Correct Key Performance Indicators (KPIs)
The foundation of any strong executive summary lies in selecting the right KPIs. It’s essential to agree upon the major KPIs upfront, ensuring that everyone on your team is aligned on the metrics that matter most to the business. These indicators are the compass that will guide your analysis and recommendations.
But simply reporting KPIs is not enough. Focus on actionable insights that can drive positive change. If sales growth is a key KPI, for example, your summary should highlight the factors influencing it, the areas of improvement, and the steps required to optimize it. By connecting the dots between data and action, you provide decision-makers with clear guidance on how to improve performance.
- Keep It Organized
Clarity is essential, especially when the executive summary covers multiple brands or lines of business. If your company has diverse operations, separate the information into distinct sections. This ensures that each business unit’s performance is easily digestible, without confusing comparisons between different parts of the organization.
For example, if you’re reporting on both brand A and brand B, create dedicated sections for each, showcasing their respective KPIs, trends, and recommendations. This will allow readers to focus on the information that is most relevant to their role, without sifting through unrelated data.
- Clear Calls to Action
An executive summary should always have a clear set of recommendations. These calls to action (CTAs) are critical because they provide your audience with tangible next steps. After presenting the data and interpreting its meaning, make it explicit what action needs to be taken.
For instance, if a KPI shows declining velocity for a specific product, your CTA might be to review distribution metrics for the product as well as analyzing changes in promotions. Ensure these actions are specific, measurable, and time-bound to drive accountability.
- Takeaways Before and After the Presentation
Structure the summary in a way that tells a compelling story. Begin with a brief overview of what you will cover. This helps to set expectations and primes your audience to pay attention to the right points.
As you present, move from the causes of the data to the effects and then conclude with clear action items. This “tell them, show them, tell them again” approach ensures your audience can absorb the information in a logical, easy-to-follow format. Start by laying the groundwork, then provide the data and its implications, and finish with a solid action plan.
- Clear Visuals
Data visualization can be a powerful tool to simplify complex information and highlight the key takeaways. Use graphs, charts, and tables that focus the reader’s attention on the most important trends and insights.
A key to effective visualizations is simplicity. Stick to a limited color palette—green for positive outcomes, red for negative trends, and grey for neutral or background information. Avoid overwhelming your audience with excessive detail. Also, perform the “squint test”: squint your eyes while looking at the visual. If the main point isn’t immediately obvious, adjust it until it is. The clearer the visual, the less time you’ll need to spend explaining it.
- Page Numbers & Footnotes
Executive summaries are often referenced at later dates, making it essential to ensure that your data can be easily cross-referenced. Always include page numbers to allow readers to quickly navigate back to key sections. Additionally, footnotes are helpful for providing context, explaining assumptions, or referencing sources.
By including these small but important details, you not only enhance the credibility of your summary but also make it easier for stakeholders to verify information if needed.
In Conclusion
Crafting an actionable executive summary isn’t just about presenting data—it’s about telling a story that is grounded in insights and supported by clear, actionable steps. By selecting the right KPIs, keeping your summary organized, offering clear calls to action, and using visuals to enhance comprehension, you create a tool that drives decision-making.
Remember, while data is the science, how you communicate it is the art. Take the time to refine both, and your executive summary will not only inform but inspire action.