The One who Shouts: Land the Plane

Who’s your ideal reader? Don’t imagine someone who loves your work and gets what you’re trying to do. Imagine the most impatient person you know, the one whose attention is hard to hold onto, the one who says spit it out or get to the point when you’re trying to tell an anecdote. That’s your ideal reader. If you can successfully engage someone like that, you’re probably not cutting yourself any slack in the clarity department, and you’re definitely not cutting yourself any slack in the economy department.

PATRICK RYAN