How companies explain what they do so buyers understand it and buy it.
Growth
The right length for an executive summary is 250 to 500 words. Here's why, with specific guidance for business plans, board papers, proposals and pitch decks.
Growth
Good morning On Thursday 26th February at 10am, I'm running a free webinar on selling to the C-suite. It's the course I have given to a number of Fortune tech companies to help them shift the narrative to get better engagement. Believe it or not, these companies face the same challenges as
Growth
The Problem The buyer has begged you to send your proposal to them as fast as possible, hinting they can make the decision and walk you through all the sales hurdles in their company. They've got the power, they say. They're desperate, they say. This is a strategic priority, they add. You
Leadership
The executive summary is the most important and valuable paragraph or one-pager you'll ever write in business. It's also the one most people catastrophically mess up. I've reviewed and written hundreds of executive summaries as a journalist and CEO advisor from and with the largest
Growth
Facebook company pages now reach just 1.37% of their followers organically. That is not a typo. It is however - awful. That means if you build a page of 10,000 followers and only 137 people see each post you publish. Instagram is barely better at 7.6% and LinkedIn company pages make up
Growth
I am a framework nerd. This week, I'm sharing one of mine - The Trust Model. This little beauty has helped some of the Fortune tech world to change the way they speak and sell to their clients. It's very simple. Let me explain. This is the Trust Model. You have two axis: the horizontal
Downtime
Morning Folks, I hope you're in a good place this morning. I have a favour to ask. Two in fact - so I won't beat about the bush. Firstly, I'm growing the newsletter readership and I need your help. Would you mind recommending the Executive Summary to a few people? Two minutes. I'd really
Growth
I have a colossal writing challenge in front of me like none I have seen. (Welcome back to the summer semester.) In 2014, I asked myself the question: "What's the most commercially valuable piece of writing you could put on one sheet of paper?" My answer was the executive summary for the
Growth
If you want a masterclass in the power of narrative, look to India. The country's rebrand of 'outsourcing' to 'capability centres' is winning jobs and business at an astounding rate. Multinationals like IBM, UBS, Lloyds Banking Group and Cargill are shifting thousands of roles to Global
Growth
Asset managers aren’t just being out-innovated, they’re being out-narrated. You only have to look at the volume of news stories on alternatives vs traditionals to see this is a media war as much as a product-performance one. Some 42 percent of Gen Z investors in the US hold crypto, which
Growth
Good Friday to you all This week, I've been helping my clients with sales. I have doubted the notion that storytelling is useful to companies, but it seems to be back in full fashion for 2025. Perhaps reality is biting in that while people buy from people, those people had better be smart,
Growth
Marketing gets harder every year. More noise. Fewer eyeballs. Here are my thoughts on how you stay relevant, stand out and get ahead. Breakdown StrategyWhy It MattersWhat to DoAI-Powered PersonalizationPersonalization isn’t a luxury—it’s the standard. Without it, you’re invisible.Invest in
