What to include in an annual report

The core sections

• Leadership message — the year in the CEO's words.
• Headline numbers — the 3–5 metrics that define the year.
• Milestones — what you achieved, in order.
• Highlights — financial, product or impact.
• Forward look — where you're headed next.

Lead with the numbers

Pick the few metrics that tell the story and let them animate. Detail can live below. The annual report maker structures all of this.