-: Let me work on an example and show you something.
This is a possible executive summary I've written.
It's for a travel agency
that doesn't have an app or a website yet.
I have things listed in bold and some supporting arguments.
I wanna show you the mistake made here.
Graphically, everything looks correct.
We have clearly bolded items that should be read first
and probably the person
who will see this executive summary will read only this,
this and this without the additional point.
So what would be my mistake here?
I've written, "Global trends
in travel booking industry landscape."
And then I have three supporting facts.
This first sentence, if you read it,
the next sentence it doesn't read like a story.
"Customers prefer online search over traditional visits
at agencies."
This is already quantified,
because here I already tell a part of the story
where customers prefer online search
over something, something.
But here I only said,
"Global trends in travel booking industry are listed below."
I should immediately start to write a story,
like for example, apps and metasearch account
for 60% of all travel booking.
Let's just keep it that way.
And this, "Apps and metasearch account
for 60% of all travel," or, "all bookings,"
it already is a bold and informative statement.
I can continue that statement here.
"Customers prefer online search over traditional visits
at agencies."
"Having a phone app and website
as an all-in-one solution yields best results."
All three sentences make up some kind of story.
They follow the situation complication resolution formula
and it helps the person to understand the intent
of your representation
without reading the additional points.
Of course, here's another example without the data,
but I just want to show you
that executive summaries can sometimes, of course,
have several slides.
It doesn't need to be on one slide.
Of course, one slide would be preferred,
but it can just as easy look that way.
In the next lecture, I wanna give you some kind
of framework of how to think about executive summaries
and then we will try to write our own
from a couple of slides I've prepared.