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An Effective Way To Write Executive Summaries For Your Concepts - explains how to write effective executive summaries for your concepts. The Universal Idea Model captures any idea in a concrete, ‘executive summary’ statement as shown below. The idea can be named using a simple pattern like a. simple pattern. The summary can be constructed as a short paragraph, using the. format: The element captures the operation or the function that the. idea is trying to achieve through the— the core function, e.g. to inform the consumer about a special, in-budget, nearby offer. The element also captures the type of value the users are getting from the idea.