Let’s zoom in closer and go from abstract theory to applicable practice with the 4Cs.

1. Clear : Avoid ambiguity, be direct, and use simple words/sentences.


2. Concise : Be brief.


3. Cogent : Ensure your writing follows a logical, relevant sequence. Each point should naturally lead to the next, building a cohesive argument backed up by data, examples,

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Consider a few basic, macroscopic rules that will take your word and phrase from drab to fab:

• Show, Don’t Tell: Use concrete examples and anecdotes to illustrate your points. I worked with X to design Y and Z which led to an uplift in $AM and B%” says a lot more than "I am a great designer.”


• Use Active Verbs : Active verbs make your writing flow

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