Dewar’s scotch is running an ad on TV that presents the following quote (which they attribute to one Tommy Dewar):
“The less a person has to say, the more words they’ll use to say it.”
I do see crisp, concise exec sums that have a clear message and tell a compelling story (and I hope many of you have as well). My experience is that these are created by individuals who have a solid grasp of the customer’s concerns/issues, have a clearly defined position for their offering and know why they are submitting a response. They know what they want to say and they say it… in as few words as possible, rather than the other way around.