Writing

Whether it is a detailed white paper, a market analysis report or just a first draft press release, there must always be two qualities in the work.

First, there must be understanding. If your writer does not understand the subject, in depth, then the words will never be able to communicate.

That is why I always prefer talking to the people who know. That may be the designer of a new product, or the users of a complex system. Of course, a site visit can add to the cost of a project, but it will always - absolutely always - achieve a better result. You never know what parts of a system excite people until you see them use it!

Second, the understanding must be expressed with clarity. This is not magic: it just requires the writer to think logically through the sequence of the story, and to tell it in language that is appropriate to the reader or listener.

Here are some examples of clarity and understanding in action:

An article on US broadcaster The Golf Channel

A case study on Canadian multimedia company TFO

A lighter look back at 10 years of technology change

A discussion of higher resolution video published in the IABM Journal