A Corporate Writer's Manifesto
First, take joy in your work. It’s corporate, but it doesn’t have to be dull.
Second, do more than what is asked of you. Most of what you have to do is work-a-day. But the necessary can be beautiful.
Third, don’t worry too much about being original. Don’t strive for “fresh,” or “edgy” or “on-message.” Just write. Write well. Use verbs. Cut excess. Don’t re-do something that’s working. And when you’ve nailed it, don’t worry if it’s short.
Fourth, look closely. It’s the details that make things come to life. Avoid the generic. Don’t say: “a great deal of public interest was generated by our grand opening.” Say: “11,000 people came.”
You can even pick one detail and set it alone in a frame. People will pay attention to the most ordinary things if you help them encounter the ordinary in a new way.
On the other hand, don’t lose track of the big picture. There’s no reason why an overview can’t be compelling. If you let the landscape of your facts guide the principle by which you organize them, the lines and shapes of your ideas can be muscular and beautiful.
terraced ricefields in China, via National Geographic wallpapers
Finally, if it’s not working, tinkering with it isn’t going to help. Don’t tinker, revise, and be bold in revision.