great writing is an art

It’s distinct and expressive with the power to captivate, disarm, motivate, and entice.

 

great writing is a science

It’s an exercise in delivering clarity and knowledge in a manner that’s organized, accurate, and precise.

 

above all, great writing

changes things

Intangible things such as attitudes, perceptions, and behavior. And measurable elements like sales figures, market share, and employee retention.