Don't leave your readers wondering. Provide a measurable context for each accomplishment. To be credible, each accomplishment should be a precise, verifiable, quantitative claim measured against a suitable yardstick. When people follow advice to not say much, they leave out the best part. Making claims without providing a measurable yardstick is bad advertising and may alienate employers, he says.
Savvy executives choose impressive yardsticks.
Typical baselines might include performance gains or losses in the past year compared against results achieved by managers with similar assignments, companies with similar products, previous incumbents, forecasts or business plan projections, or all companies in your industry. In most executive searches, final candidates are investigated thoroughly. You'll never succeed by inflating your achievements, and misleading claims can be fatal. Make sure your achievements are factual, verifiable and descriptive enough to make your point. No matter how much you're tempted, don't take credit for being the youngest or first man, woman, African-American or person of a certain ethnic descent to achieve a goal.