Style for writing targeted at executives (CEOs, CIOs)

Subject: Style for writing targeted at executives (CEOs, CIOs)
From: T K <tvk_tw -at- yahoo -dot- ie>
To: techwr-l -at- lists -dot- techwr-l -dot- com, techcomm -at- user -dot- itconsult -dot- co -dot- uk
Date: Wed, 26 Aug 2009 16:35:15 +0000 (GMT)

Hi,
 
I am working on a project that involves writing content from an industrial/academic collaboration project, the findings and outcome of which will be targeted mainly at executives, i.e. the target audience for the content is Chief Executive Officers (CEOs), Chief Information Officers (CIOs) and other senior decision-making executives in large companies. The content should also exhibit its academic and research merit, i.e. it should be evident that it is content of substance and not marketing or sales-like. 
 
I would like advice on the best writing style to use, specifically:

Tone of voice - should this be casual, business formal, academic?
Type of language - very project- and industry-specific, or more general in nature?
First person, second person, or third person?
 
On a more general note, if anyone knows of a good source (website or reputable (perhaps corporate?) style guide that they could point me to, I would really appreciate it.
 
As time is limited for this audience, the writing will have to be efficient (the readers won't have time to wade through waffle or superfluous detail). However, at the same time, it will be a balance between efficiency and maintaining their interest - I will have to be careful that efficient writing does not result in a boring, stilted style.
 
Many Thanks,
Tom.

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