BLUF means bottom line up front

And ‘bottom line up front’ means start your message with the most important information.

Work is usually pretty busy, and it’s easy for people to miss crucial information. Often, senior people and other important stakeholders have even more in their inboxes than others.

‘Bottom Line Up Front’ is a simple principle for sharpening your written communication, a tradition that originates from the US Army so important updates weren’t missed.

Simply put, find the most important takeaway or conclusion of your communication, and put it right at the start.

Over email, that could mean putting it in the subject line itself, or on chat, including the request in the first message, rather than a pre-amble of ‘you there?’ ping-pong.

Things that aren’t BLUF:

• watch out folks 👀

• project update 23/04

• a few thoughts on where we’re at with the redesign

Things that are more BLUFfy:

• Hey! The toilets on the 2nd floor have exploded – don’t go in there

• Important: project X is now far behind schedule

• We’re postponing the redesign project

Another important component of ‘bottom line up front’ communication is clearly signalling if the comms require a particular response from the reader

• Action needed: can you send me the final copy for the Summer campaign?

• Approval needed: can you sign off the Summer campaign copy, attached?

• Just FYI: legal approved copy for the Summer campaign copy, no changes needed

This makes it easy to understand if the update is an actual request requiring work, or simply informational.

Context is still crucial, of course – often, people can help a lot more effectively if they understand why you’re asking something. Some audiences might be unfamiliar with the topic in general, and they’ll appreciate getting lots of additional information. So BLUF doesn’t call for shortening your communication, just making the salient points unmissable. And keeping this concept in mind can help ask the critical question: hang on, what is the point I’m trying to make?

When not to use BLUF messaging

When delivering sensitive news

If you're sharing difficult information, like layoffs or a project failure, leading with the hard facts can come across as cold or insensitive. In these cases, it's often better to provide some context first to soften the blow.

During creative brainstorming sessions

When you're trying to generate new ideas, starting with a conclusion can stifle creativity. These situations benefit from a more open-ended, exploratory approach.

In storytelling or narrative presentations

If you're giving a talk designed to inspire or entertain, revealing the punchline upfront could undermine the impact of your story.

When building suspense is beneficial

In sales or marketing contexts, sometimes it's more effective to build curiosity before revealing your main point.

In certain cultural contexts

Some cultures value indirect communication and might find a BLUF approach too blunt or disrespectful, especially when speaking with superiors.

When explaining complex concepts

If your audience needs to understand a series of steps or ideas to grasp the main point, diving straight into the conclusion might leave them confused.

In diplomatic or negotiation settings

Sometimes, it's strategic to gauge reactions and adjust your message accordingly, rather than laying all your cards on the table immediately.

When you need buy-in for a controversial idea

If you're proposing something that might face resistance, it can be more effective to lay the groundwork with supporting evidence before stating your main point.