My ten favourite insights into writing

1) Communication Requires Amplification

Good writing requires a lot of work. Advertising guru, Rory Sutherland, wrote: ‘The potency and meaningfulness of communication is in direct proportion to the costliness of its creation – the amount of pain, effort, talent (or failing that expensive celebrities or pricey TV airtime) consumed in its creation and distribution. This may be inefficient – but it’s what makes it work.’ Continue Reading