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.

How I taught my PhD student to turn boring abstracts into reader magnets. His transformation shocked the entire department. Mark came to me frustrated. Brilliant research on sustainable products. But his abstracts were putting reviewers to sleep. Conference rejections piling up. "People skip my abstracts completely," he said. "Even my peers falls asleep reading them." I showed him the 6-step magnet formula. One weekend later, everything changed. The Abstract Magnet Framework: 1. Why It Matters - Hook readers with real-world significance - Make them care from sentence one 2. What's Missing - Identify the research gap clearly - Show why your work is needed 3. Goals - Crystal clear objectives and hypothesis - No confusion about your aims 4. How You Did It - Brief methodology for credibility - Prove your approach is solid 5. Discoveries - Spotlight your key results - The treasure you unearthed 6. So What? - Impact and implications - How you're changing the game Mark rewrote his abstract using this formula. Submitted to three conferences. Accepted by all three. Same research. Different presentation strategy. Irresistible results. The secret: Every word must earn its place in 200 words. Make readers hungry for more. Which step do you struggle with most in abstract writing? Follow me for more research communication strategies that actually work.

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.

Good decisions die in messy docs. If you want clarity and speed, compress it. One page. Five sections. No fluff. 1. Context – Why we’re here and what’s at stake. 2. Options – The real alternatives we considered. 3. Risk – Trade-offs, uncertainties, and what could break. 4. Choice – The decision, and the “why” behind it. 5. Follow-Ups – Who owns what, and by when. This format does 3 things well: Forces clear thinking. Speeds alignment. Leaves a record for future you. If your team debates endlessly or revisits decisions over and over, try the one-page memo for your next meeting. You’ll feel the difference.

Most RFP evaluations are far from objective. The problem? Procurement teams are too subservient with senior stakeholders who just 'want what they want'. Unlike other processes designed to protect a business, an RFP can fast deteriorate into a sham. The cost? ↳ Spend Regret ↳ Lost Accountability ↳ Seasaw Decision Making ↳ Briken trust with Suppliers Six key rules every business should follow if they want to avoid this: 1. Clear Objectives The evaluation should be grounded in well-defined goals. Knowing exactly what you're assessing—and why—keeps the process focused and relevant. Pro-tip: These objectives are aligned at the internal RFP kick off meeting. No RFP should pass go without this. 2. Appropriate Criteria & Metrics Use criteria that match the goals of what’s being evaluated. The metrics should be measurable, meaningful, and tailored to the context of what you're buying. Pro-tip: At a high level keep this simple. 5 or 6 key criteria should define your decision making. The criteria should be openly shared with suppliers in the RFP doc. You don't have to declare the weightings. 3. Stakeholder Involvement These are the scorers of the RFP, not Procurement. But they need to be invested in the process and for that they need to understand their role and the scorecard. Pro-tip: The evaluation panel should have a minimum of four key stakeholders and at least one end-user. Run a 30min session to make sure they understand their roles and the scorecard. 4. Transparency Every step of the process—methods, data sources, analysis— should be clearly documented and open to scrutiny. This builds credibility and trust. Pro-tip: Include the supplier Requirements response as a schedule in the contract of the chosen supplier. Add the evaluation scorecard to the contract database for future reference and audit purposes. 5. Objective Analysis Findings should be based on evidence and free from bias. Transparency in how conclusions are drawn helps ensure credibility. Pro-tip: the key role of the stakeholder evaluator is to focus on the RFP responses (including workshop). The key role of Procurement is to ensure objectivity is maintained and to challenge anomalies. 6. Clear communication of results The evaluation scorecard should be presented back at the evalution panel in a way that clearly demonstrates the strengths and weaknesses of the different vendor options. Pro-tip: Keep it simple and always route this back to the 5-6 core criteria set out in step 2. -- Hope that helps! What are your thoughts? -- P.S. Enjoy this? You can download a high-res infographic (PDF) of my "How to Evaluate RFP Responses using Scoresheets" 👇 by subscribing to my newsletter: https://procurebites.com/ Repost ♻️ if this could be useful for your team or your network.

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?

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. Cheers, Ajibola.

How to Conduct an Industry Analysis: A Structured Framework Industry analysis is a critical part of understanding market dynamics and making informed decisions. Here’s a step-by-step framework to get you started: 1️⃣ Define the Industry • What to Do: Clearly identify the industry scope, including its products, services, and target audience. • Key Questions: • What is the size of the industry? • What sub-segments exist? • Example: The “electric vehicle” industry includes cars, two-wheelers, and charging infrastructure. 2️⃣ Analyze Market Trends • What to Do: Study past and current trends to predict future opportunities and challenges. • Key Insights: • Growth rate (CAGR). • Demand drivers (e.g., technology adoption, demographics). • Example: Rising demand for renewable energy driving solar panel adoption. 3️⃣ Understand Competitive Landscape • What to Do: Identify key players and evaluate their strengths and weaknesses. • Tools to Use: • SWOT analysis. • Market share data. • Example: In the FMCG sector, large players like Company A dominate, but startups are capturing niche markets. 4️⃣ Study Regulatory and Economic Factors • What to Do: Assess how regulations, government policies, and economic conditions impact the industry. • Key Questions: • Are there strict compliance requirements? • How does inflation or currency fluctuation affect the industry? • Example: Cryptocurrency regulations affecting fintech growth. 5️⃣ Apply Porter’s Five Forces • What to Do: Evaluate the competitive intensity and profitability potential. • Threat of new entrants: How easy is it for others to enter? • Bargaining power of buyers: Do customers hold the power? • Bargaining power of suppliers: How dependent is the industry on suppliers? • Threat of substitutes: Are alternatives easily available? • Industry rivalry: How fierce is the competition? 6️⃣ Identify Key Metrics and KPIs • What to Do: Track important industry-specific metrics to assess performance. • Example KPIs: • Retail: Same-store sales growth. • SaaS: Monthly recurring revenue (MRR). 7️⃣ Summarize Key Findings • What to Do: Create a clear, concise report summarizing opportunities, threats, and strategic recommendations. Which part of industry analysis do you find most challenging? Let’s discuss below! 👇 This is about learners like YOU and ME—no experts here, just people learning together and sharing insights. Let’s grow together! 🚀 Follow me Het Parekh for more such posts. #Finance #Investmentbanking #LinkedIn

From “Conversion is down” to “We lost $38K and here’s why” Most analytics reports sound smart. But they don’t change anything. Here are the 5 levels showing how people explain performance, from “CR dropped 2%” to actually showing business impact and root causes. Each step adds clarity, insight, and actionability. But only two (№4,5) levels lead to real decisions. Here’s what’s inside: + 5 examples of how the same data can be explained + Tags for each level + Scores for maturity 🧠 and actionability ⚡ + “How it sounds in meetings” – we’ve all heard them 👉 Save this to reflect on how you and your team talk about numbers. Next time you write a report, try aiming one step higher.

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.