When was the last time you despaired reading an exec summary?
The Sumo wrestler in Speedos
(ridiculously fat document squeezed into a ridiculously small one)
The 60-second Hamlet
(boring proposal with all the boring bits taken out)
The naked emperor
(Why didn’t anyone tell me this didn’t make any sense?)
The burst balloon
(a bright and promising pitch with all the air sucked out of it)
The Marie Antionette
(it’s all about me, me, me – let the customer eat cake)
The polished t**d
(fabulously well-written, but the content stinks)
The road to nowhere
(well built, well signposted, but with no clear conclusion)
The vicar’s knickers
(practical and functional, but lacking excitement)
You probably recognise a few of these. We do – we’ve seen them all. That's how we've come to know what works and what doesn’t: the difference between a killer exec summary and a long-winded suicide note.
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