Truth 2. If you can say it, you can write it
A colleague sent us a press release that began, “Transformation of a dream often begins with acts of imagination that elevate a starting vision of change above the intimidating presence of things as they are.”
“Jack,” we asked on the phone, “what do you mean?”
“Oh, that you’ve got to have a dream to make the dream come true.”
Why didn’t Jack just say what he meant, or find other simple words to say the same thing without sounding like Rodgers and Hammerstein? Why do we write so much “stuff” that is so different from what we’d say if someone asked us in conversation what the new gizmo does, or why the acquisition is so important, or how the new system works?
Maybe the answer comes from another famous ...
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