What does good writing look like?
There’s only one way to judge the quality of writing, and it’s nothing to do with fancy words or a lyrical style. Good writing is measured by results. I always like The Economist’s take on this: ‘Clarity of thinking leads to clarity of writing’. The best writers are often the people with the best insights.
Where did you learn to write?
I studied English at Cambridge but to be honest, academic writing isn’t really fit for business. I learnt much more as a copywriter in London’s top ad agencies in the 80s. With only a few words to play with, every single one had to make a difference. So whether I’m running a copywriting workshop or a business writing session, there’s a real focus on making sure every word counts.
Do you still write?
Very much so. I think trainers who are still active in their profession give more informed insights. And while much about good writing has been the same for generations, the internet has had a huge impact on the way we look at information. By writing for a mixed range of media, I keep on top of the latest trends.