Executive summary: high visibility, high risk, high reward

The author explores the approach, processes, and skills needed to meet the challenges associated with creating an executive summary in the high stakes, stressful environment of a big ticket proposal. A proactive approach uses the executive summary as a directive at the start of the proposal effort to drive the team response; on delivery the document serves as a persuasive tool for marketing the program to decision makers. Key elements of the winning process include preproposal strategy; information gathering, integration of themes in technical, cost, and management sections; and postsubmission actions. It is noted that not everyone can write a winning executive summary. Broad technical, management, program, and proposal experience should provide the talents and skills needed to sell a program through the executive summary. The high visibility of an executive summary attracts strong discussion, particularly at storyboard and draft reviews. Keeping its focus on the customer's needs poses a challenge for the proposal team during internal reviews.<>