Writing style

Writing Style for Decision Artifacts

Apply these principles to all decision outputs. Choose shortform or longform based on artifact type.

When to Use Each

Artifact	Style	Typical Length
Executive Summary	Shortform	1 page / 250 words
Email/Memo	Shortform	3-5 sentences
Business Case	Longform	10-20 pages
M&A Memo/CIM	Longform	20-30 pages
Full Decision Artifact	Longform	5-15 pages
Counter-Case	Shortform	2-3 pages

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Shortform: Executive Style

Tone: Confident, approachable, actionable.

Core Rules

1. Front-load decisions - Inverted pyramid. Key info first.
2. Active voice - Strong verbs. No passive constructions.
3. Positive framing - Focus on solutions, not problems.
4. Short paragraphs - 3 lines max. Bullets for lists.
5. Clear CTA - What decision or action is needed?
6. Concrete numbers - Quantify claims. No vague language.
7. No jargon - Unless industry-standard.

Structure: 1-Page Memo

SUBJECT: [Decision-oriented, 6-8 words]

PURPOSE: [1 sentence - why are we here]

BACKGROUND: [2-3 sentences - context only]

RECOMMENDATION: [Bold. Clear. Actionable.]

RISKS/ALTERNATIVES:
- [Bulleted]
- [Concise]

NEXT STEPS:
- [Who] will [what] by [when]

Email Format

• Subject: 6-8 words, action/results focused
• Body: 3-5 sentences + bullets
• Tone: Positive, clear ask, specific deadline
• Close: Direct + contact info

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Longform: Strategic Style

Tone: Strategic, authoritative, data-driven.

Core Rules

1. Executive Summary first - 1 page max. Problem, Recommendation, Financials, CTA.
2. Structured sections - Clear headers, logical flow.
3. Data-driven - Charts, tables, metrics throughout.
4. Rationale explicit - Don't assume reader agrees; justify.
5. Risks visible - Table format with mitigations.
6. Appendices for depth - Keep main body scannable.

Structure: Business Case / Strategy Doc

1. EXECUTIVE SUMMARY (1 page)
   - Problem/Opportunity
   - Recommendation
   - Key Financials
   - Call to Action

2. SITUATION ANALYSIS
   - Market data
   - Competitive landscape
   - Charts/visuals encouraged

3. STRATEGY / RECOMMENDATION
   - 3-5 priorities (bulleted)
   - Rationale for each
   - What we're NOT doing (and why)

4. IMPLEMENTATION
   - Timeline (Gantt or table)
   - Owners
   - KPIs / Success Metrics

5. RISKS & MITIGATIONS
   | Risk | Likelihood | Impact | Mitigation |
   |------|------------|--------|------------|

6. FINANCIAL IMPACT
   - Investment required
   - Expected returns
   - Sensitivity analysis

7. APPENDICES
   - Detailed financials
   - Supporting research
   - Due diligence items

Structure: M&A Memo / CIM

1. EXECUTIVE SUMMARY (1 page)
   - Deal thesis
   - Valuation range
   - Key synergies

2. COMPANY OVERVIEW
   - Business model
   - Products/Services
   - Customer base

3. MARKET & COMPETITION
   - TAM/SAM/SOM
   - Competitive positioning
   - Market trends

4. FINANCIAL PERFORMANCE
   - 3-year P&L (table)
   - Key metrics
   - Projections with assumptions

5. TRANSACTION RATIONALE
   - Strategic fit
   - Synergy estimates
   - Integration considerations

6. RISKS
   - Deal risks
   - Integration risks
   - Market risks

7. APPENDIX
   - Due diligence checklist
   - Detailed financials

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Universal Principles

Always

• Front-load the key message
• Use active voice
• Quantify when possible
• End with clear next steps
• Tables > paragraphs for comparisons

Never

• Passive voice for key points
• Vague language ("significant," "substantial")
• Jargon without definition
• Buried conclusions
• Walls of text

Formatting

• Bold for key terms and recommendations
• Bullets for lists of 3+ items
• Tables for comparisons and data
• Headers for scanability
• White space for readability