Management Summary or Executive Summary? I say neither!

The debate rages (OK, some people occasional discuss) whether the words at the start of a proposal should be called either Management Summary or Executive Summary?  I personally hate the word ‘executive’ – it’s a family trait as well; my Dad even had a letter published in The Times newspaper about the damn word!  His argument was around why something like a briefcase, a pen or an umbrella needs the word ‘executive’ in front of it.  I have to agree Dad; why indeed?

So what does ‘executive’ mean?  The Free Online Dictionary states:

ex·ec·u·tive

n.

1.    A person or group having administrative or managerial authority in an organization.

2.    The chief officer of a government, state, or political division.

3.    The branch of government charged with putting into effect a country's laws and the administering of its functions.

adj.

1.    Of, relating to, capable of, or suited for carrying out or executing: an advisory body lacking executive powers.

2.    Having, characterized by, or relating to administrative or managerial authority: the executive director of a drama troupe; executive experience and skills.

3.    Of or relating to the branch of government charged with the execution and administration of the nation's laws.

Love the reference to ‘drama troupe’ in the second list, point 2!  It often seems like you are dealing with an amateur dramatics society when you deal with some buyers.

In the context of business development and proposals, 'executive' usually means someone empowered or who has the authority to make a decision (buy), or to make a recommendation to buy, so the word works well when referring to an ‘executive’ summary, as that is who it is aimed at!

So what about ‘management’?  The Free Online Dictionary states:

man·age·ment

n.

1.    The act, manner, or practice of managing; handling, supervision, or control: management of a crisis; management of factory workers.

2.    The person or persons who control or direct a business or other enterprise.

3.    Skill in managing; executive ability.

Again, I think the business development version would be as with ‘executive’, so not sure that one word is better than the other; what do you guys and gals think?

Personally I think there is a simple answer – just call it the summary; one simple, single word!

So what does the dictionary say?

sum·ma·ry

adj.

1.    Presenting the substance in a condensed form; concise: a summary review.

2.    Performed speedily and without ceremony: summary justice; a summary rejection.

n. pl. sum·ma·ries

1.    A presentation of the substance of a body of material in a condensed form or by reducing it to its main points; an abstract.

I think that their definition says it all and would suggest that anyone writing a summary bears in mind the points made above, especially the words ‘concise’ and condensed form’!  The golden rule – no more than two pages please.

Perhaps the debate will rage now? Over to you!

Comments

[Sales Management 2.0]

Great post Chris. Thanks for sharing!

-Brad Trnavsky

[Colin Wilson]

Chris

Just sitting here having a small spot of lunch before starting the training session again... I've been looking at your post shining brightly on the wall and so can be seen by some of my delegates... the ones who don't need food... and the consensus is what's wrong with the wording... and Graham in particular wanted to know why the debate was going on without his knowledge! So, good idea to raise the point, but so far testing the theory on some customers... they are not convinced... perhaps, as Graham pointed out to me... he's a bit old fashioned!

[Greg Walters]

Very Good, dear old Dad.

How about "Proposal Summary" or just plain "Summary"?

[Engago Team]

Internally we call such summary:
"The One Page To Leave On The Boss' Desk".

Reading one page is already a big effort for most bosses.

We also made a 3 page PowerPoint presentation.
getting and keeping the attention on 3 slides is enough to tease.
What would you call such a short presentation?

[Isabel Moritz]

Chris, I like the way you've deconstructed the concept. It takes more work to encapsulate those key points within two pages but if we do as you advocate and start the process by writing the summary then it can "morph". My question is: do you have any tips on how to persuade verbose clients that two pages really is all you need? I should just probably point them to your blog.