For starters it should be lively and original, not just a repository for financial information, or a triumph of statistics over comprehension.

While avoiding the obvious, it should explain clearly what your company does, how well it has performed over the past year and what the realistic outlook is for the year ahead.

It should avoid pomposity and jargon. It should draw on real-life experience and be written in a warm and conversational tone. In short, we will ensure that it can be read with interest by ordinary people and not just accountants.