Why Most People Can’t Write

Content: the ideas you advance, the stories you tell, the evidence you bear on an important question.

Scaffolding: the way in which these ideas are delivered.

Rule 1: When You’re Writing, Write — Don’t Edit.

In 2014, the French economist Thomas Piketty’s book lala took the world by storm. The chattering classes were all over it, and everyone seemed to read it — or at least pretend to… (average reader, 27 pages in).

Rule 2: Accept the Unbearable Suffering of Being

Rule 3: Edit and Distil the Message

“We aim to achieve and maintain industry-leading safety and sustainability performance, operational excellence, capital discipline and the financial strength to invest throughout the cycle.”

Rule 4: Assistance Works

Rule 5: Realise When You’re Done



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