by Roger Pynn

Furthering our notion that successful communications are guided by answering four simple questions, Jim Ylisela at introduces a set of guiding questions by saying “Simple is not dumb. And clear does not mean basic.”


His conclusion is as spot on as his premise: “If you can’t explain why the readers should care, then what business do you have doing the story? Once you figure out why, you’ll be able to organize the communication around your answer.”

All too often people in our business try to complexify what we do. If we had wanted to go into rocket science we wouldn’t have chosen a field so clearly driven by the science of common sense.

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On Modesty

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