By paying more attention to important signals, we can understand them better, and glimpse their unsaid meanings too. But we’ll have to slow down – to hold our nerve like a value investor, or patiently wait as if with a passive index.
“Avoid it”, the style guides write, “unless you really know what you are doing”. The implication is you don’t.
John Carroll’s sound instructional principles became known as Minimalism — a term that would frequently be mistaken for the idea of just writing less.
The grammar police may criticise our doubleplusungood writing, but our loyalty should be with more plausible authorities — our global audience.
Well-thought-out content sets are like a good stew — each chunk has a distinct role. Carrots bring sweetness; potatoes, substance. In the same way, carefully designed information is served in purposeful pages whose structure reflects their intent.
Every piece of business writing should tell a story. But constructing an argument or plot takes focus. Helpful tools remove the distraction of presentation and allow direct manipulation of the logical structure.
“Word Up!” is a required read for anyone who’s interested in language, wants to improve their writing, or just needs a clickworthy headline about a weird Chinese goat.
Slides from a webinar I presented on February 5th, 2013, organized by [Comtech Services](http://comtech-serv.com/).