or she recognize it as yours? If you stripped your branding
from all your properties and lined up your words alongside a
competitor's, would you recognize yourself? Would you stand
out?
Words are indeed our emissaries and ambassadors, carrying
important messages for us. "Words are a proxy . . . a stand-in
for the things that we as people and we as companies want
to convey to the world," Beth Dunn says.
So the question becomes: Are you telling your story from
your unique perspective, with a voice and style that's clearly
all you?
For businesses, good writing isn't merely any tool. It's the
power tool they should be able to wield expertly, just as
every respectable building contractor can use the Skilsaw he
keeps in his truck.
Good writing is . . .
• Often the foundation of good content that gets noticed,
no matter what form that content ultimately takes.
• A mirror of good, clear, thinking that's an antidote to
the complexity that can sometimes characterize our
INTRODUCTION
