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To reach the Exec reader, our editorial tone must understand their aspirations, intelligence and interests. We're direct and intelligent, but never pretentious – if something can be put simply, why dress it up?

Yet we're not afraid to be humorous – Exec is as much about what business leaders do with their spare time as it is their working life, so it's important that our tone reflects that. Direct and intelligent shouldn’t mean dry and boring – we aspire to punchy and engaging copy that reflects the interests and passions of today’s business leaders, entrepreneurs and aspirational executives.