The purpose of a 1-2 page document is to create a crisp summary that conveys the main points and sparks deeper discussion.
It cuts through complexity and focuses attention on what matters most.
Table of Contents
Document Structure
I structure these documents into distinct sections:
Section 1: Clear Purpose
State the document’s purpose in two to three sentences.
For example: The purpose of this document is to align our team, get approval, or discuss x, y, z.
Keep it straightforward.
Section 2: Upfront Recommendation
Present your recommendation clearly: I recommend x, y, z.
Use a couple of bullets with a concise one-sentence rationale for each point.
Section 3: Supporting Data
Include compelling data that backs up your rationale and reveals more of your thinking process.
Section 4: FAQs
Anticipate questions from both the end customer’s perspective and internal business stakeholders. Address concerns like: How will we make money? What happens if we do X? What would customer onboarding look like?
The Power of “Rude FAQs”
Add challenging questions like “Have you considered this?” We sometimes include what we call “rude FAQs” – tough questions such as “What happens if this doesn’t work?” or “Do we really have the skills to do this?”
It’s like having a pessimist or harsh QA person in the room, asking the difficult questions everyone’s thinking but might not say.
Putting It Into Practice
I used this approach when pitching my vision to Ethan for what would become Level Up.
I wrote a business vision plan using this format.
I told him, “Hey, look, I think there could be a big business here—very low lift, but it could be grounded in online courses, LinkedIn writing, potentially a newsletter, potentially community.”
The document was clear and concise, sparking a productive conversation that eventually led to our partnership.
Conclusion
This approach to documentation has served me well throughout my career. It cuts through the noise and focuses on what truly matters.
It respects people’s time while providing all the information they need to make informed decisions.
Most importantly, it creates a foundation for meaningful, productive discussions—where the real value ultimately emerges.