Sublime

ON THE BUS OR OFF THE BUS

This is the “New World Order” that George H. W. Bush so admired—and partly explains the extreme antipathy between Jeb and Trump during the 2016 primaries.

used wisely, cleverly and—most important—with restraint.

➎ Use active verbs.

Miles Gilburne,

2. Remember the audience.

Be simple, clear, direct. Be conversational.