Business Case Writing

Want to write like a CEO? Cut the fluff. The best leaders communicate with: ✅ Clarity ✅ Brevity ✅ Impact They don’t send long, rambling emails. They don’t hide behind corporate jargon. They get to the point fast. I have written four books and have advised 300+ CEOs on their communications. Here’s the 5-part writing framework top executives use: 1 – The Subject Line Should Say It All Before you write anything, ask: ➡️ What’s the ONE thing I need them to know? ➡️ What’s the ONE action I need them to take? If you can’t answer this, don’t send it yet. 2 – Lead with the Bottom Line Busy people don’t have time for long intros. 💡 Start with the main point, not the backstory. ❌ “Hope you’re doing well! I wanted to reach out because we’ve been working on…” ✅ “Here’s the update: [Key message in one line].” 3 – Cut the Fluff High-level executives don’t read wordy emails. They scan. ✂ Remove “just,” “I think,” and “wanted to.” ✅ “We should move forward.” ✅ “The results show a 20% increase.” 4 – Be Direct, Not Rude Great leaders are clear, not cold. 🚫 “Per our last discussion, I believe this approach might be beneficial.” ✅ “Let’s move forward with this approach. Thoughts?” 5 – Always End with a Clear Ask ❌ “Let me know what you think.” ✅ “Can you approve this by Thursday?” 6 – Add Warmth Charismatic people are both competent and warm. If you follow 1-5, you may come across as competent but it may be hard to connect. Therefore, add some warmth at the end. ❌ “Looking forward to your response.” ✅ “Appreciate your time on this—excited to hear your thoughts!” 📌 Follow me Oliver Aust for daily strategies on leadership communications.

Many accountants email the balance sheet and income statement to their CEOs and think,   “Job done.”  But here’s the problem: Your CEO is not necessarily trained in reading financial statements. Even if they were, you've just given them an assignment to "figure it out" If your boss doesn’t understand the numbers, then you haven’t communicated. You’ve just forwarded a report.  🚨 A financial statement without context is just data.   📊 Your job is to turn that data into insights.  How to Present Financials the Right Way  📌 1️⃣ Give a One-Page Summary 🔹 Highlight key figures—Revenue, Profit, Cash Flow, and Key Ratios.   🔹 Include clear takeaways (e.g., “Revenue grew 10%, but margins dropped due to rising costs.”).   🔹 Avoid technical jargon—simplify complex metrics.  📌 2️⃣ Answer the Big Questions   Your CEO doesn’t want numbers—they want meaning. Help them understand:   🔹 What changed? (“Profit dropped 5% due to higher shipping costs.”)   🔹 Why did it happen? (“Fuel prices increased 20% this quarter.”)   🔹 What should we do next? (“We should renegotiate supplier contracts.”)  📌 3️⃣ Use Visuals   🔹 Graphs > Tables—a well-designed chart can explain in seconds.   🔹 Use color-coded trends (e.g., 🔴 Negative, 🟢 Positive).   🔹 Keep it clean—no clutter, no distractions. 📌 4️⃣ Speak the CEO’s Language   🔹 Skip the accounting terminology—focus on impact.   🔹 Tie financials to business goals:     - Sales grew 15% → “We’re expanding market share.”     - Cash flow dipped → “We need to tighten collections.” ✅ Financial statements don’t speak for themselves—you do.   ✅ Numbers are useless without insights.  If your CEO isn’t making better decisions because of your reports, then your job isn’t done.  💡 Don’t just report numbers—explain them. That's how you add value and impact.

I’ve been eyes deep in reports and briefings for the last few weeks and here are some things I’ve noticed about the ones I’ve found most compelling: 1) ‘How does this work?’ guides are incredibly useful for policymakers. Establishing the foundations before showing what’s new and needed is a great service. 2) I’ve really appreciated people stating their operating assumptions. Trying to work out an organisation’s hidden premises wastes a lot of time - if you have some first order principles it’s really helpful to share them. 3) Being clear who you’re speaking for stops me trying to guess. Is this analysis based on your frontline work, the involvement of people with experience of the issue or your analysis of the literature and international examples? Please tell the reader! I’m always particularly impressed when people are honest about the limitations of their research too. It's great to acknowledge other experts, organisations and resources. 4) Using statistics is wonderful but please be clear what timeframe they relate to and whether they are UK-wide. 5) Disaggregated data is the best data! Highlighting gaps between different groups of people - and how your proposals will close them if they are unfair - helps to focus minds. 6) Beautiful design, data visualisation and proper editing really makes things memorable and therefore impactful. Please don’t scrimp on this bit! 7) And finally please be clear about what readers can and should do. If you can’t imagine the reader putting something on their to-do list as a result of reading your report then you’re probably not clear enough about what you’re asking for. Huge thanks to everyone who is generating evidence, doing analysis and generating policy recommendations. It’s so appreciated and hugely important.

We’ve all seen variations of this comic on LinkedIn. They’re “funny” — but they also show a problem: we’re using AI with an old, document-centric mindset. Five bullets → AI inflates to 12 pages → AI compresses back to five bullets. That’s not intelligence; it’s content ping-pong. We’re optimizing for length, not for decisions. A better way: in a case like this, AI should act as a decision co-pilot, not a text generator. Instead of “write 12 pages,” ask AI to: 1. Clarify intent & audience. “What decision must be made, by whom, and by when?” 2. Build a 1-page Decision Brief: recommendation, three supporting reasons, risks/mitigations, options considered, next steps. 3. Link evidence, don’t paste it: connect to the data and surface the few charts or numbers that matter. 4. Generate fit-for-purpose outputs: • exec email (≤200 words with clear ask) • one-slide visual for the meeting • optional appendix with traceable sources 5. Push back when inputs are weak: ask for gaps, assumptions, and thresholds that would change the recommendation. 6. Automate the loop: monitor the underlying data and update the brief if something material changes. Try this prompt: “Turn these 5 bullets into a 1-page Decision Brief for [audience]. State the recommended action, key reasons, risks, alternatives, and next steps. Produce: (a) a 200-word exec email with a clear decision request, (b) a single summary slide, and (c) links to supporting data. Ask me any clarifying questions first.” Write less. Decide faster. Deliver clarity. #AI #AgenticAI #DecisionIntelligence #Productivity #FutureOfWork #Leadership #Communication

𝟴𝟬 𝗣𝗮𝗴𝗲𝘀 𝗼𝗳 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵. 𝟮 𝗣𝗮𝗴𝗲𝘀 𝗼𝗳 𝗔𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻 In public policy, most reports are 60–80 pages long. But here’s the uncomfortable truth: Most decision-makers only read the first 2. And sometimes? Just the executive summary. As a research analyst, that realization changed everything about how I structure my work. Here’s what I’ve learned about making sure your research drives action, not just collects dust: ✅ Write for the reader, not for the writer. Don’t write to show how much you know, write to show what they need to decide. ✅ Lead with what matters. Start with the “So what?” before the “What.” Policy leaders want outcomes, not background theory. ✅ Use a “3-30-3” format. Your report should offer: → 3 seconds of clarity (title/executive summary) → 30 seconds of insight (key charts/headlines) → 3 minutes of direction (recommendations & next steps) ✅ Assume scanning, not reading. Use bolded insights, clear section headers, and takeaway boxes. They’re not cosmetic, they’re functional. ✅ One page = one message. If a page has three ideas, it has no anchor. Keep it focused. Make it memorable. 🧠 Research doesn’t create impact. Readable research does. We’re not in the business of writing reports. We’re in the business of helping people make better decisions, faster. 💬 Tag a peer who’s ever had to condense 6 weeks of work into 6 bullet points. And if you want more behind-the-scenes frameworks on how research drives real-world change, follow for more. LinkedIn LinkedIn News India #PublicPolicy #ResearchToImpact #ResearchCommunication #ExecutiveSummaries #PolicyDesign #DecisionSupport #LinkedInForAnalysts

10 Reporting Tips I have sent 100s of reports. And overtime I have found what works and what doesn't work. Here are my top 10 tips: 1. Audience Identify Key Stakeholders: Determine the specific individuals or departments who will benefit most from the report. Customize Content: Tailor the report’s content to address the unique needs or interests of different audience segments. Feedback Loop: Regularly solicit feedback from the audience to continuously improve the relevance and effectiveness of the report. 2. Timing Align with Business Cycles: Schedule reports in sync with business cycles, like quarterly financial periods. Anticipate Needs: Proactively adjust the reporting frequency during critical business phases. Automate Reminders: Use scheduling tools to automate the distribution process and ensure timely delivery. 3. Business Data Integrate KPIs: Include key performance indicators relevant to the business operations. Dynamic Data Sources: Use real-time data feeds to enhance the report’s immediacy and relevance. Contextual Analysis: Provide analytical insights, comparing operational data trends over time or against industry benchmarks. 4. Declutter Prioritize Data: Focus on the most critical data points that drive decision-making. Visual Simplicity: Use clean, simple visuals to enhance readability and comprehension. Minimalist Design: Adopt a minimalist design approach to reduce cognitive overload. 5. Reusable Template Design: Develop templates that ensure consistency and ease of adaptation for presentations. Modular Sections: Create the report in modular sections for easy extraction and reuse. Adaptable Formats: Ensure the report can be easily converted into different formats without losing its essence. 6. Format Interactivity in Digital Formats: Utilize interactive elements in digital formats like Excel or web-based reports. Print-Friendly Options: Offer a print-friendly version for those who prefer physical copies. 7. Push vs Pull Automated Alerts: Set up automated alerts for new report availability in pull systems. Customizable Push Options: Allow recipients to customize the frequency and type of reports they receive. Secure Access: Ensure secure, easy access for pull systems, particularly for sensitive financial data. 8. Comments Executive Summaries: Include an executive summary highlighting key insights and decisions. Actionable Recommendations: Offer clear, actionable recommendations based on the report’s findings. 9. Standard Brand Alignment: Ensure the report’s visual elements align with the company’s branding guidelines. 10. Self-Explanatory Infographics: Use infographics to make complex data more understandable. Layered Information: Present information in layers, with summaries leading to detailed analysis. Guided Navigation: Include a table of contents or navigation aids to guide the reader through the report. 👉 What is your best reporting tips?

The Ultimate Board Meeting Pack Checklist I've sat through countless board meetings in my career working with fast growing companies... and if there's one thing I've learned, your board deck serves a critical purpose - empowering your board to understand your company's financial health, performance, and direction. So what makes a great board pack? Let me break it down for you 👇 ➡️ EXECUTIVE SUMMARY Your exec summary needs to pack a punch with just one page. I always include: -A snapshot of company performance with key wins -Any concerns that need immediate attention -Strategic updates in bullet-point format -High-level financial highlights No fluff, just what matters most. Board members should get the full picture in under 30 seconds. ➡️ FINANCIAL OVERVIEW This is where the numbers tell their story: -P&L Summary showing actuals vs budget/forecast (MTD, QTD, YTD) -Cash position with current balance, burn rate, runway -Balance sheet highlights focusing on key shifts in assets/liabilities When I present these, I always color-code variances so problems jump off the page. ➡️ VARIANCE ANALYSIS Don't just show the numbers, explain them: Focus on top 3-5 significant deviations from budget -Get to the root causes behind variances -Include action items to address issues -Use visuals like bar charts to highlight the biggest gaps My favorite approach? Waterfall charts that show the journey from forecast to actual. ➡️ OPERATIONAL METRICS Numbers beyond the financials matter just as much: -Customer metrics (growth, churn, retention, NRR/GRR) -Sales pipeline and conversion stats -Product/feature engagement for tech companies I like to show 6-month trends for these metrics so the board can spot patterns, not just points. ➡️ STRATEGIC INITIATIVES & ROADMAP The board wants to know where you're going: -Status updates on key projects or product launches -Hiring progress versus the plan -Strategic priorities for next quarter Use simple red/yellow/green indicators to show status at a glance. ➡️ RISKS & CHALLENGES Every company has risk. It's how you communicate & plan for that risks that makes all teh difference in the world -Outline key risks across financial, operational, legal areas -Share your mitigation plans for each -Be transparent - boards value this more than sugar-coating ➡️ ASK FROM THE BOARD Be crystal clear about what you need: -Funding requirements -Strategic advice needs -Hiring referrals -Feedback on potential pivots ➡️ APPENDIX Keep the meeting focused, but have backup: -Detailed financials (P&L, BS, CF) -Org chart with key hires highlighted -Detailed KPIs for those who want to dig deeper === That's my complete board pack checklist - but everyone does it differently. What's your approach to board packs? What sections do you find most valuable? Join the discussion in the comments below 👇

Sustainability Reporting 🌍 Clear, credible, and decision useful sustainability reporting has become a baseline expectation. Yet many organizations still struggle with where to start or how to improve. These two diagrams developed by BSR offer a helpful roadmap to design or refine any reporting process. The first diagram outlines five essential steps: from setting priorities and building a data structure, to developing content, communicating results, and reviewing lessons learned. It emphasizes materiality, audience needs, governance, and alignment with standards, cornerstones of any effective report. Step 1 focuses on setting a clear strategy and goals, conducting a materiality assessment, and benchmarking peer practices. These actions ensure the report is relevant, strategic, and anchored in what truly matters. Step 2 is about building the right structure: identifying key audiences, assessing gaps with existing frameworks, and drafting a high level outline linked to priorities. Governance processes are also set up here to support quality control. Steps 3 and 4 move into content creation and publication. Content should be iterative, aligned with standards like GRI or SASB, and clearly approved internally. Once finalized, communication should be adapted to internal and external audiences, reinforcing transparency and accountability. Step 5 is often overlooked but critical, reviewing the process and iterating. A good report is not just a document, but a learning tool to improve strategy, operations, and future disclosures. The second diagram introduces ten principles for strong reporting, grouped into two categories: report content and report quality. Content should be material, strategic, contextual, and complete, backed by clear KPIs and performance narratives. Quality, on the other hand, requires stakeholder engagement, balanced storytelling, external assurance, consistency, and information connectivity. These elements ensure that reports are not only informative, but trustworthy and comparable. Together, these frameworks provide a comprehensive view of what makes sustainability reporting effective, both in process and in substance. A helpful reference for any team seeking to align with evolving expectations. Source: BSR #sustainability #sustainable #business #esg

"Turning Information Overload into Structured Communication" Ever found yourself buried under a mountain of information, struggling to extract the key points and communicate them effectively? I’ve been in that exact situation countless times, and I know how overwhelming it can be. With so much data coming at us from every direction, it’s easy to get lost and fail to convey our message clearly. Here’s how I tackle this challenge: 🖊️Prioritize Key Points When faced with a flood of information, I start by identifying the most critical points that need to be communicated. Ask yourself: “What is absolutely essential for my audience to know?” Focus on these priorities to keep your message clear. 🖊️Use the “Less is More” Principle It’s tempting to include every detail, but that can overwhelm both you and your audience. I’ve found it’s more effective to distill complex information into concise summaries that highlight only the most relevant aspects. 🖊️Create an Outline Before diving into communication, I organize the information into a clear outline. Breaking it down into sections or bullet points helps to see the structure and flow of the message, making it easier to convey. 🖊️Employ Visual Aids Visual aids like charts, graphs, or slides can simplify complex information and make it more digestible. They’ve been incredibly useful for me in presenting data-driven insights clearly and effectively. 🖊️Rehearse and Refine Practice makes perfect. I always rehearse my main points and how I plan to present them. This helps me refine my message and ensures I’m not overwhelmed by the sheer volume of information. By following these strategies, I’ve managed to turn the chaos of information overload into structured, impactful communication. It’s all about focusing on what matters most and presenting it in a way that’s easy for others to understand. How do you handle #information overload? Share your strategies and let’s learn from each other! LinkedIn Guide to Creating LinkedIn News India

If you're an AE, here are 10 ways to punch up any executive summary. To make sure it's one your buyers will actually read, love and share: 1/ Lead with internal language referencing an exec priority. 2/ Use a two-sentence TL;DR at the top with the ask + timeline. 3/ Add a short anecdote, to create a visual that supports the data. 4/ Make sure your data points come from inside the customer's org. 5/ Whenever you add data, it's a chance to cut word count. 6/ Count the # of rewrites to your problem statement. If < 3, you've got work. 7/ Include alternative approaches that were ruled out. Always think, "Could this customer solve this problem with another category entirely?" 8/ People read headers, bold, tables, bullets and underlines. Usually in that order. If they like all that, then they'll read again from the top. 9/ Execs think in "ranges" of possibility. Use scenarios and sensitivities, not a single ROI number. 10/ Show how that range depends on what you need from them. Time, people resources, change management. Not just $ in a contract.